Toy market news

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.