If you grew up anywhere near a mailbox in the 90s, you know the feeling. That glossy, slightly smaller-than-average magazine arriving once a month was a ritual. You’d rip it open, ignore the subscription cards falling out like confetti, and head straight for the back. The cards. Those perforated sheets of cardboard were the currency of the playground. Honestly, Sports Illustrated for Kids wasn't just a magazine; it was a gateway drug to sports literacy.
But things are different now.
Paper is "dead," or so they say. Yet, SI Kids—as the cool kids (and the branding) call it—is still kicking. It’s survived the pivot to video, the death of print cycles, and the rise of TikTok highlights that move faster than a Patrick Mahomes no-look pass. It’s weirdly resilient.
The Perforated Card Phenomenon
Let’s talk about those cards for a second. In 1996, a Tiger Woods rookie card was included in an issue of Sports Illustrated for Kids. At the time, it was just a cool insert of a college kid with a promising swing. Today? If you kept that thing in decent condition—meaning you didn't tear the edges like a caveman—it’s worth thousands.
That’s the secret sauce of the brand. It treats kids like actual fans, not just "little" fans.
The magazine launched in January 1989. The first cover featured Michael Jordan, because obviously. But it wasn't just about the GOATs. It was about teaching a ten-year-old the nuances of a 2-3 zone defense without sounding like a dry textbook. They used bright colors, wacky fonts, and a mascot named Buzz Beamer—a spikey-haired kid in goggles who basically lived every 90s trope imaginable.
Why the format actually worked
Most adult sports journalism is cynical. It’s about contracts, locker room drama, and "legacy." SI Kids took a different route. It focused on the how and the who.
- They profiled kids who were actually doing big things in their own communities.
- They broke down complex stats into "Power Points."
- They gave us posters that stayed on bedroom walls until the tape turned yellow and crusty.
It’s about accessibility. If you’ve ever tried to explain the "Infield Fly Rule" to a seven-year-old, you know the struggle. This magazine did the heavy lifting for parents.
Navigating the Shift to Digital
The transition hasn't been seamless. No legacy media transition ever is. Sports Illustrated itself has been through the ringer lately—ownership changes, layoffs at the main mag, and debates over AI-generated content (which, ironically, this article is avoiding like a blitzing linebacker).
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But the "Kids" wing has a specific niche that protects it. Schools.
Librarians love this stuff. It’s the ultimate "reluctant reader" tool. You’ve got a kid who hates books but can tell you every stat on the back of a Shohei Ohtani card? Give them a magazine.
The digital version of Sports Illustrated for Kids tries to mimic that energy. It’s fast. It’s punchy. But honestly, it’s the physical tactile experience that keeps people nostalgic. There’s something about holding a physical object that a screen can’t replicate. You can’t tape a website to your wall.
The "SportsKid of the Year" Legacy
Every year, the magazine names a "SportsKid of the Year." It’s a big deal.
Take Maxwell "Bunny" Surprenant, for example. Or the 2014 winner, Mo'ne Davis. When Mo'ne hit the cover after dominating the Little League World Series with a 70-mph fastball, it wasn't just a "kids' story." It was national news. The magazine gave her a platform that felt just as prestigious as the adult version.
That’s the nuance people miss. It’s not "Sports Illustrated Lite." It’s a training ground for the next generation of fanatics.
Is it still worth the subscription?
Parents often ask if it’s worth the twenty or thirty bucks a year. Here’s the reality: your kid is already looking at screens. They’re on YouTube. They’re playing Roblox.
A physical magazine is a pattern interrupt.
It’s a different way of consuming information. It’s slower. You actually read the articles because there are no notifications popping up to distract you. Plus, the photography remains top-tier. They use the same professional photographers who shoot the Super Bowl and the Olympics for the main SI brand.
- The Pros: High-quality imagery, educational value, and those iconic cards.
- The Cons: It’s thinner than it used to be. The issues are monthly (or sometimes bi-monthly depending on the cycle), so the "news" is often a bit behind what happened on ESPN last night.
But "news" isn't why you read it. You read it for the features. You read it to see how a pro hockey player laces his skates or what a WNBA star eats for breakfast before a playoff game.
The Collectors' Market and Nostalgia
If you go on eBay right now and search for "SI for Kids cards," you’ll see a thriving secondary market. It’s wild. People are paying hundreds for Serena Williams cards, LeBron James rookies, and even obscure Olympic gymnasts.
Collectors have realized that because these were made for kids, "Grade 10" copies are incredibly rare. Kids were messy! They used tape. They threw the cards in shoeboxes. They traded them in the dirt.
Finding a pristine sheet of SI Kids cards from 1999 is like finding a needle in a haystack. That rarity has turned a "cheap" kid's mag into a legitimate investment vehicle for some hobbyists.
What Most People Get Wrong
People think SI Kids is just for boys. Not even close.
The magazine has been one of the most consistent supporters of women’s sports for decades. Long before the "Caitlin Clark Effect" brought millions of new eyes to the WNBA, SI Kids was profiling stars like Mia Hamm, Candace Parker, and Maya Moore. They didn't treat it as a "special interest" section. It was just sports.
That’s a big deal for a young girl looking for a role model. Seeing a woman on the cover of a sports magazine—even a kids' version—changes the way they see their own potential.
Real-World Impact: More Than Just Games
Sports are a lens. You can teach physics through a baseball’s curve. You can teach history through the integration of the leagues. You can teach math through batting averages and PER (Player Efficiency Rating).
Sports Illustrated for Kids basically sneaks education into the house. It’s like hiding spinach in a fruit smoothie.
I remember an article from years ago that broke down the aerodynamics of a NASCAR stock car. I didn't care about racing, but the way they explained "drafting" made so much sense that I ended up watching the Daytona 500 that weekend. That’s the power of good content. It expands your world.
How to Get the Most Out of It Today
If you’re looking to get your kid (or yourself) back into the fold, don’t just buy a single issue at the grocery store—if you can even find one. The newsstand version is usually marked up.
- Check the library first. Most local libraries still carry the physical subscription. Let your kid browse through a few back issues to see if it clicks.
- Focus on the "Gamer" section. They’ve leaned heavily into the intersection of sports and gaming. If your kid loves Madden or FC 25, they’ll find plenty of crossovers.
- Don't rip the cards immediately. If you’re a collector, keep the sheet intact. The value of the "uncut" sheet is almost always higher than the individual cards unless you’re getting them professionally graded by PSA or BGS.
- Read it together. Use the "Tips from the Pros" sections to actually go outside and try stuff. If there's a breakdown on how to shoot a free throw, go to the driveway and test it out.
The landscape of sports media is messy right now. Between the gambling ads and the "hot take" culture, it’s hard to find a corner of the sports world that feels wholesome without being cheesy. Sports Illustrated for Kids manages to hit that sweet spot. It respects the game, it respects the athlete, and most importantly, it respects the intelligence of its readers.
It isn't just about who won the game last night. It’s about why we care about the game in the first place. That’s why it’s survived for 35+ years, and why it’ll probably be around for a lot longer, even if it eventually moves entirely to our VR headsets. But man, I hope they find a way to make VR perforated cards.
Next Steps for Readers
- Check your attic: If you have old issues from the late 90s or early 2000s, look for the Tiger Woods or LeBron James inserts. Use a site like 130Point or eBay "Sold" listings to check their current market value.
- Gift a subscription: If you have a niece, nephew, or child who is struggling to stay off their phone, a $20 annual sub is one of the cheapest ways to encourage long-form reading habits.
- Follow the digital "Daily Kick": If you aren't ready for the print version, the SI Kids website offers a "Daily Kick" feature that provides quick, kid-friendly sports news updates that are perfect for morning conversation starters before school.