News For Parents
TOMORROW sees the launch of a new broadsheet newspaper with a difference - The Lexem, created by online children's retailer AlexandAlexa.
Known for their innovative marketing approach - such as the launch of Kids' Fashion Week last year and the hunt for a mini Catherine and William ahead of the royal wedding - the brand's founders, husband-and-wife team Alex Theophanous and Alexa Till, have enlisted contributors to provide parents with everything they might need from a child-focused broadsheet: from style reports and inspiring stories from "mumpreneurs," to a problem-solving parental "life consultant".
The publication will be distributed free this Saturday by ALEXANDALEXA.COM's "Lexemettes" on London's South Bank and in Covent Garden; outside Manchester's Selfridges; and at Leeds' Harvey Nichols. And just like Yves Saint Laurent's Manifesto, those who receive a paper will also have the opportunity to take home a tote bag - with a few containing treats up to the value of £500; from Suzanne Ermann clutch bags,