Ecological themes have now become a major topic in children's books and magazines. In 2017–2021 the learn-and-play magazine Kukbuk Dzieciaki ( Cookbook Kids), aimed at educating a more aware and knowledgeable food consumer, also gave a lot of attention to the promotion of eco-friendly habits. The article analyzes the publisher's strategy of combining the didactic purpose ('saving the planet' and teaching good dietary habits) with the commercial side of his enterprise.