At the request of Vesta-Alfa, one of the leaders of Russia's gift market, MEDIACRAT published the first specialized magazine about the Christmas and New Year. The magazine’s editorial and design concepts developed by MEDIACRAT involve positioning New Year products supplied to the Russian market by Vesta-Alfa through the prism of a family lifestyle content. Notably, the highlight of the project is a fairy tale about the holiday adventures of Mister Christmas (a hero named after Vest-Alfa’s own trademark).

MISTER CHRISTMAS distribution system includes free-of-charge distribution at the LeCadeau chain and at Mister Christmas branded goods retail points. The publication is also circulated as a supplement to Atmosfera magazine.