Wimpy Kid appoints Brands with Influence to spearhead UK consumer products programme

On the back of another consecutive international number-one bestselling children’s book and ahead of a new animated movie streaming on Disney+, Wimpy Kid, Inc. has appointed Brands with Influence (BWI) to manage and market its consumer products programme in the UK.

A cartoon fiction series by Jeff Kinney, Diary of a Wimpy Kid is one of the best-selling children’s book series of all time, having sold over 250 million copies in 79 editions and 65 languages since it was first published in 2007. The series is published in the UK by Puffin, and the UK is a major and long-established market for the IP.

With 16 books in the series, Diary of a Wimpy Kid continues to outsell its competitors. The most recent title, Diary of a Wimpy Kid: Big Shot (released 26.10.21), was an instant No #1 in the UK children’s book chart.

The story that started it all, Diary of a Wimpy Kid, will be brought to life as an original movie on Disney+ this festive season. The 3D colour animated feature will release worldwide on the platform on December 3, 2021.

Speaking of the new partnership with Brands with Influence, Vanessa Jedrej, Global Brand Manager at Wimpy Kid, Inc, says: “We’re confident that BWI will apply their wisdom, passion and thoughtfulness to deliver a range of attractive and authentic products that Wimpy Kid enthusiasts will truly treasure. Wimpy Kid has a long-standing, loyal fanbase in the UK and we look forward to partnering with BWI to build an enduring programme that will satisfy both younger children and send our nostalgically devoted ‘Gen Z’ following into meltdown.”

“We are delighted to be entrusted with such a valuable and powerful children’s brand,” says Martin Lowde, CEO at Brands with Influence. “Diary of a Wimpy Kid has an ageless quality and deals with universally relatable themes like family dynamics, surviving middle school, and friendships. Kids across the globe love the style and humour of the books. We are looking forward to creating a strong consumer products programme on this massive brand.”

Brands with Influence will be meeting with key partners and potential licensees at the upcoming BLE in London.



Tonies to open exclusive pop-up in Harrods’ Fourth Floor Toy Department

An exclusive Tonies pop-up is preparing to open at the world-renowned department store, Harrods and its Fourth Floor Toy Department this May 29th, welcoming kids and families to the world of the popular children’s audio player.

The pop-up will feature best-selling Tonies from the company’s collection of over 100 characters, including stories from the beloved author Julia Donaldson, such as The Gruffalo, Room on the Broom, and Stick Man, as well as the young, charming Zog.

Offering content to entertain and educate both infants and children of up to ten years old, the Harrods’ pop-up range will also feature childrens’ favourite, Peppa Pig, as well as a selection of Disney classics including the Lion King, the Jungle Book and Toy Story.

As well as an abundance of Tonies, a range of Tonies accessories will also be available at the pop-up, including the firm’s line of Tonie-Carriers with space to hold 20 of the Tonies figures, each available in six different colours.

Tonies has been active in the licensing space in recent weeks, having announced a new slated of characters to join its audio storytelling platform, including the likes of Diary of a Wimpy Kid, Bob the Builder, and PAW Patrol. This week has seen the company detail a partnership with the BookTrust and the Life-changing Libraries initiative, created by How to Train Your Dragon author, Cressida Cowell to move the government to increase funding for primary school libraries.

Tonies library of licensed audio stories now span some of the biggest entertaiment franchises, from Disney and Universal, to Julia Donaldson and more.

Diary of a Wimpy Kid joins kids’ audio platform Yoto Player

Yoto, the team behind the award-winning audio platform for children, Yoto Player, has struck up a partnership with the internationally best-selling children’s book series Diary of A Wimpy Kid to bring three popular stories to the system.

Diary of a Wimpy Kids, Diary of a wimpy Kid: Rodrick Rules, and Diary of a Wimpy Kid: The Last Straw will now be available on the Yoto Player in the form of Yoto Cards. The stories will each help children learn about important themes such a friendship, fitting in, and standing up for yourself.

The new stories will also encourage kids to enhance their imagination through screen-free audiotime.

The Yoto Player is controlled using physical cards that are inserted into the Player which plays audio content. Additionally, Yoto’s audio cards have the ability to play content through the app by simply tapping the card to the back of a compatible smartphone. The free-to-download Yoto smartphone app also contains a selection of free content available to all, and allows families to play their library of audio through other Bluetooth speakers.

“Providing kids with unique ways to interact with leading children’s stories like Diary of a Wimpy Kid is important to us,” said Ben Drury, CEO and co-founder of Yoto. “Yoto is built to help children take learning and creative play into their own hands, and partnering with The Diary of a Wimpy Kid helps us equip kids with the tools they need to learn and let their imagination wander.”

Vanessa Jedrej, global brand manager, Wimpy Kid Inc, added: “We’re really glad to partner with Yoto to extend our Wimpy Kid audio experience to young readers. Bringing entertainment and fun to kids in an accessible way is at the nerve-center of both our organisations and we hope our partnership will bring hours of laugh-out-loud listening to new audiences of kids.”

The The Diary of a Wimpy Kid cards are available now from £8.99 from www.yotoplay.com and Amazon.co.uk.