This article discusses the pragmalinguistic ways of addressing found in the children's magazine «Schrumdirum». Addressing is considered as a communicative technique that establishes a connection with the addressee. Using the example of this children's magazine, the methods of addressing verbalized at the language level (the use of deictic pronouns wir, du; direct questions; imperative constructions; metatext) and at the level of visual representation of the text (background, picture, photo, font, colors) are revealed. In addition, indirect methods of addressing (exclamation sentences, the presence of a child character, the use of so-called "children's" vocabulary, simple sentences at the syntax level) are revealed in the work.