Brands with Influence has secured a deal with Amscan to create dress-up for the best selling book series, Diary of a Wimpy Kid.
Children will be able to dress up as the star of the series, Greg Heffley with a specially designed new costume.
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 in 69 languages. Two animated movies have also been produced and are available on Disney+, with potential for more in the future.
Brands with Influence has been busy growing the UK licensing programme, with new books, board games and more due in 2023.
“We‘re thrilled that Wimpy Kid is partnering with best in class Amscan who we know will create fantastic dress-up Wimpy Kid costumes,” commented Dom Wheeler from Brands with Influence. “Targeting the Halloween and World Book Day events makes total sense and will allow all the thousands of Wimpy Kid fans to live out their dreams. With retail and consumer marketing support planned, we’re confident this license will be a huge success.”
Mel Beer, group licensing director at Amscan, continued: “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.”
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