Ewan and the Lego Club Magazine - AKA Semi Monthly Lego Catalog
I remember as a kid being so into the Sears Christmas Catalog and Star Wars mini-catalogs that came with larger toys from Kenner. These entertained me for hours and hours of dreaming not just about getting the toys but they were the only source of memories about the movies they were tied to.
Now Ewan gets this Lego Club Catalog and on day 3 he's still going strong. I love how he eats his breakfast and then hits the couch for more Lego Catalog time.