Amscan adds Diary of a Wimpy Kid to licensed portfolio

Brands with Influence has agreed a deal with Amscan for the international book franchise, Diary of a Wimpy Kid.

Children will be able to dress up as Greg Heffley, the star of the series, in a specially designed new costume as part of a licensing programme in the UK, being rolled our by Brands with Influence.

The brand has seen strong growth in recent years off the back of the book sales. Since the publication of the first book in 2007, over 275 million books have now been sold in 150 countries, printed in 84 editions and 69 languages. Furthermore, two animated movies have been produced and are available on Disney+, with the potential for more in the future.

Mel Beer, group licensing director at Amscan International, commented: “We’re delighted to be working with the team at BWI to bring Diary of a Wimpy Kid to life for the first time through costumes. This franchise is an exciting addition to our current portfolio of literary titles which include: Roald Dahl, Peter Rabbit, Elmer, VHC, Dr Seuss and more.”

During 2023, the Diary of a Wimpy Kid brand will see new books and board games and a complete range of licensed products.

Dom Wheeler from Brands with Influence, added: “We’re thrilled that Wimpy Kid is partnering with best in class Amscan who we know will create fantastic dress-up Wimpy Kid costumes. Targeting the Halloween and World Book Day events make total sense and will allow all the thousands of Wimpy Kid fans to live out their dream. With retail and consumer marketing support planned, we’re confident this licence will be a huge success.”


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