''Treasure'' was a British educational magazine for young children published by

Fleetway Publications Fleetway Publications was a magazine publishing company based in London. History It was founded in 1959 when the Mirror Group acquired the Amalgamated Press, then based at Fleetway House, Farringdon Street, London. It was one of the companies ...

which ran for 418 issues published between 19 January 1963 and 16 January 1971. The editor was Arthur Bouchier.

Features and style

''Treasure'' was heavily illustrated in both colour and black & white, the first issue introducing many of the features that were to be popular over the coming years. 'Mr Answers' (actually staff editor Edward Northcott) answered children's questions on subjects as diverse as 'Why do the leaves fall off the trees in autumn?' to 'Why was Tower Bridge built to open?'; 'Peeps Into Nature' was a regular nature page; 'How It Happens' began with an explanation of how the post office worked; 'A Picture to talk about' covered a wide variety of subjects from a visit to a pantomime to a children's hospital; 'Tales from Many Lands' was a series of fairy tales from around the world; and a regular story featuring Tufty Fluffytail, the squirrel created to make children aware of road safety. Other features included 'Adventure Stories from the Bible', 'The Wonderful Story of Britain', illustrated primarily by

Peter Jackson Sir Peter Robert Jackson (born 31 October 1961) is a New Zealand filmmaker. He is best known as the director, writer, and producer of the ''Lord of the Rings'' trilogy (2001–2003) and the ''Hobbit'' trilogy (2012–2014), both of which ar ...

, and various puzzle pages.

Series

Two long-running series debuted in the first issue: * A series of text stories featuring the worldwide travels of 'Wee Willie Winkie', a young boy who has a 'special green ticket' which allows him to travel free on any form of transport. Befriending a young elephant named Hannibal, Willie journeys across Europe, Africa, Australia and America. The stories were illustrated by John Worsley and Robert Hodgson. * The

comic strip A comic strip is a Comics, sequence of cartoons, arranged in interrelated panels to display brief humor or form a narrative, often Serial (literature), serialized, with text in Speech balloon, balloons and Glossary of comics terminology#Captio ...

'Princess Marigold' which featured the fairy tale adventures of the inhabitants of Marigold Land.

Classics

''Treasure'' also included a number of illustrated children's classics, including ''

The Borrowers ''The Borrowers'' is a children's fantasy novel by the English author Mary Norton, published by Dent in 1952. It features a family of tiny people who live secretly in the walls and floors of an English house and "borrow" from the big people in ...

'' by Mary Norton, ''

The Wind in the Willows ''The Wind in the Willows'' is a children's novel by the British novelist Kenneth Grahame, first published in 1908. It details the story of Mole, Ratty, and Badger as they try to help Mr. Toad, after he becomes obsessed with motorcars and get ...

'' by

Kenneth Grahame Kenneth Grahame ( ; 8 March 1859 – 6 July 1932) was a British writer. He is best remembered for the classic of children's literature ''The Wind in the Willows'' (1908). Born in Scotland, he spent most of his childhood with his grandmother in ...

, '' The Water Babies'' by

Charles Kingsley Charles Kingsley (12 June 1819 – 23 January 1875) was a broad church priest of the Church of England, a university professor, social reformer, historian, novelist and poet. He is particularly associated with Christian socialism, the workin ...

, ''

Pinocchio Pinocchio ( , ) is a fictional character and the protagonist of the children's novel, ''The Adventures of Pinocchio'' (1883) by Italian writer Carlo Collodi of Florence, Tuscany. Pinocchio was carved by a poor man named Geppetto in a Tuscan vil ...

'' by

Carlo Collodi Carlo Lorenzini (; 24 November 1826 – 26 October 1890), better known by the pen name Carlo Collodi ( ; ), was an Italian author, humourist, and journalist, widely known for his fairy tale novel '' The Adventures of Pinocchio''. Early lif ...

, ''

Gulliver's Travels ''Gulliver's Travels'', originally titled ''Travels into Several Remote Nations of the World. In Four Parts. By Lemuel Gulliver, First a Surgeon, and then a Captain of Several Ships'', is a 1726 prose satire by the Anglo-Irish writer and clerg ...

'' by

Jonathan Swift Jonathan Swift (30 November 1667 – 19 October 1745) was an Anglo-Irish writer, essayist, satirist, and Anglican cleric. In 1713, he became the Dean (Christianity), dean of St Patrick's Cathedral, Dublin, and was given the sobriquet "Dean Swi ...

, ''

Alice in Wonderland ''Alice's Adventures in Wonderland'' (also known as ''Alice in Wonderland'') is an 1865 English Children's literature, children's novel by Lewis Carroll, a mathematics university don, don at the University of Oxford. It details the story of a ...

'' ''

Alice Through the Looking Glass ''Through the Looking-Glass, and What Alice Found There'' is a novel published in December 1871 by Lewis Carroll, the pen name of Charles Lutwidge Dodgson, a mathematics lecturer at Christ Church, Oxford, Christ Church, University of Oxford. I ...

'' by

Lewis Carroll Charles Lutwidge Dodgson (27 January 1832 – 14 January 1898), better known by his pen name Lewis Carroll, was an English author, poet, mathematician, photographer and reluctant Anglicanism, Anglican deacon. His most notable works are ''Alice ...

and '' The Wonderful Adventures of Baron Munchhausen''. The front and back cover were cleared for fourteen weeks to serialise JM Barrie's "''

Peter Pan Peter Pan is a fictional character created by Scottish novelist and playwright J. M. Barrie. A free-spirited and mischievous young boy who can fly and never grows up, Peter Pan spends his never-ending childhood having adventures on the mythical ...

''" in a comic strip format in 1966.

Companion titles

Companion titles included ''Treasure Annual'' (1963–75), a series of 6 'Treasure Book of Animals' (1966–71), the ''Treasure Book of Answers'' (1970) and ''Treasure Book of Princess Marigold'' (undated).

Artists

Amongst the artists who worked on ''Treasure'' were Clive Uptton, Phillip Mendoza,

Nadir Quinto The nadir is the direction pointing directly ''below'' a particular location; that is, it is one of two vertical directions at a specified location, orthogonal to a horizontal flat surface. The direction opposite of the nadir is the zenith. Et ...

, C. L. Doughty, Wilf Hardy,

Jesus Blasco Jesus (AD 30 or 33), also referred to as Jesus Christ, Jesus of Nazareth, and many Names and titles of Jesus in the New Testament, other names and titles, was a 1st-century Jewish preacher and religious leader. He is the Jesus in Chris ...

, Colin Merrett, Luis Bermejo,

John M. Burns John M. Burns (1938 – 29 December 2023) was an English comics artist, with a career stretching back to the late 1950s. Biography His initial work was as an illustrator for '' Junior Express'' and ''School Friend''. He also worked on the ...

and Gerry Haylock.

History

In January 1971, ''Treasure'' was incorporated into '' World of Wonder'', which a few years later was itself incorporated into ''

Look and Learn ''Look and Learn'' was a British weekly educational magazine for children published by Fleetway Publications Ltd from 1962 until 1982. It contained educational text articles that covered a wide variety of topics from volcanoes to the Loch Ness ...

''. In November 2004, ''Treasure'' was purchased by Look and Learn Magazine Ltd.

External links

Look and Learn official website
includes a full history of Treasure
Treasure picture gallery
{{italic title 1963 establishments in the United Kingdom 1971 disestablishments in the United Kingdom British comics Defunct British comics Fleetway and IPC Comics titles Magazines established in 1963 Magazines disestablished in 1971