Even in sport, where support of a team tends to be determined by family and friends, brand loyalty among children is notoriously hard to cultivate.

That's why creating our magazines and websites for young Chelsea FC fans takes real understanding – of their tastes, fashions, habits, their rapidly changing views, and the different ways they consume media.

That’s where John Brown comes in, creating great content for Chelsea FC’s younger audience – junior members of the True Blue fan club.

Bridge Kids is created as a quarterly magazine in print and online – after all, the new generation of Chelsea fans don’t want to just read magazines; they’re avid multimedia consumers, always looking for new and exciting ways to follow the team.

So while the magazine is packed with fun news, facts, puzzles, interviews and a comic featuring club mascot Stamford the Lion, the website incorporates unique interactive content in an innovative sticker-book format.

Our specialist junior content means Chelsea FC can share its passion for the beautiful game – and assure the future of the next generation of True Blues.