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

Published on: 15th November 2021

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.




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