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.



Penguin Random House launches Peter Rabbit summer activity campaign Wild Wednesdays

Penguin Random House has launched a new summer content campaign for its beloved Peter Rabbit property under the moniker Wild Wednesdays. The initiative has been launched to provide families with weekly activities to enjoy at home throughout the summer.

Kicking the campaign off, Instagram influencers have been tasked to create weekly step-by-step tutorials, each inspired by Peter Rabbit’s love of the outdoors. These activities will include recipes using foraged berries and herbs, tutorials to create a big hotel and a vegetable patch, and nature arts and crafts.

The campaign will also promote Puffin Books’ newly launched Hoppy Holidays activity book and Rainbow Toys’ Peter Rabbit plush range.

“We recognise that many families won’t have the opportunity to go on holiday this summer and following the success of our Easter #AtHomeWithPeterRabbit campaign, we’re keen to continue to support parents with new family-friendly activities,” said Izzy Richardson, global brand director, Owned Brands, Penguin Random House Children’s.

“We’ve worked with some brilliant influencers to create fantastic ideas that parents and children alike will love creating at home during the holidays.”

In addition Peter Rabbit will be a partner for the National Trust’s new Play Week campaign. Play Week will run from August 3rd to 7th and will offer National Trust members activities and suggestions, with a new play theme every day.

Peter Rabbit colouring and activity sheets will be included alongside downloadable Audio stories from the newly announced audiobook, Beatrix Potter: Complete Tales. These have been made available exclusively to the National Trust to inspire play, ahead of release on September 17th.