Wizard often featured mail-away offers for exclusive merchandise. Wizard began a practice of producing specially offered Wizard #½ issues. These were special issues of ongoing major comic book series which featured in-continuity stories that supplemented the regular series’ published issues. The issues were numbered #½ so as not to disrupt the series’ ongoing numbering system. Often Wizard would also include free pack-in issues with their magazines, usually numbered as Wizard #0.
Wizard launched in July 1991. With issue #7, the magazine switched to glossy paper and color printing. Wizard strongly supported new publishers Valiant Comics and Image Comics, heavily promoting their new releases.
With its high-end production values and embodiment of the comic speculator boom, Wizard was an instant hit, with a monthly circulation of more than 100,000 copies.
The magazine also spawned several ongoing magazines dedicated to similar interests such as ToyFare for toys and action figures, Inquest Gamer for collectible game cards, Anime Insider for anime and manga, and Toy Wishes for mainstream toy enthusiasts.
