Wimpy Kid, Inc have unveiled a new licensing program with fresh partners, including Go! Toys and Games, USAOPOLY and Trevco. On the heels of animated movies on Disney+ and the recent publication of Diary of a Wimpy Kid: Diper Överlöde, the partnerships expand the property into licensing categories, including apparel, and co-branded games and puzzles, with the first product expected to debut at retail in fall 2022.
Vanessa Jedrej, Global Brand Manager at Wimpy Kid, Inc commented: “We’re thrilled to partner with Go! Toys and Games to launch a new board game and puzzles that will have stretch-appeal across our younger fans and active Gen Z following. Trevco have a formidable print-on-demand and tech infrastructure that will allow us to offer high quality apparel to our fans worldwide, FAST! and USAOPOLY’s long-enduring products perfectly complement the classic nature of the Wimpy Kid brand. We plan to broaden our licensed portfolio into categories such as bedding and room decor, party goods, stationery and back to school, to name a few. The venture feels perfectly timed as we look on to an enviable program of brand entertainment for the years ahead!”
“We are long-time fans of the Diary of Wimpy Kid franchise and are excited to create games that will allow audiences to experience Greg’s adventures like never before,” said Jodi Wasserman, VP of Marketing at The Op. “Diary of a Wimpy Kid is a perfect addition to The Op’s ever-growing portfolio of family friendly, award-winning games.”
“Go! Toys & Games are thrilled to be partnered in games and puzzles with Dairy of a Wimpy Kid- a brand that has enriched the lives of both kids and adults for so many years!” said Jean-Paul Teskey President Go! Toys & Games.
Jared Harding, Vice President of Growth at Trevco added: “We are thrilled to partner with Diary of a Wimpy Kid to enhance the assortment of licensed products in the marketplace. The fanbase is searching for more products, and our tried-and-true approach to advertising will make our new items discoverable. With a new movie around the corner, the timing couldn’t be better.”
Diary of a Wimpy Kid is one of the top-five bestselling book series—adult and kids—of all time with more than 275 Million books sold around the world. Published in 2007, the first book, Diary of a Wimpy Kid, became an instant bestseller and the series and has remained a permanent fixture on New York Times bestseller list. Diary of a Wimpy Kid was recently adapted by the author, Jeff Kinney, as an original, full-color animated movie and premiered on Disney+ in December 2021. Its sequel, Diary of a Wimpy Kid: Rodrick Rules, will release on the platform on December 2nd. The Wimpy Kid Musical also returned to Minneapolis Children’s Theatre this Summer.