Following on from recent licensing deals in the UK, Wimpy Kid has renewed the brand representation agreement with Brands with Influence.
The success of the Wimpy Kid brand has continued to grow, with the UK as its second largest market. Beyond the books, the series has been adapted into four live action films, licensed products, a costume character, emojis, a musical and animated films on Disney+, which have released annually since 2021.
Brands with Influence has recently secured two new deals – Amscan International (part of Wonder) has acquired the dress-up, costume and accessory rights with the first ever, licensed Greg Heffley costume due to release to coincide with World Book Day 2024; while Igloo has secured a deal for a new product called Popheads in the stationery and arts and craft category.
“We continue to be incredibly excited to represent this massive global brand. Millions of children across the country engage with this series and love the characters and wonderful humour,” commented Martin Lowde, ceo at Brands with Influence. “It’s great to now see retail and licensees getting behind the brand and bringing innovative new products to this growing audience.”
Mel Beer, group licensing director at Wonder, explained the company’s interest in the Wimpy Kid brand: “We’ve embarked on an incredible journey with the BWI team to bring DOAWK to life for the first time through dress-up costumes and are targeting WBD 2024 for its launch. We anticipate this being a top selling range holding its own in our current portfolio.”
Paul Gregory, ceo at Igloo, continued: “We’re thrilled to welcome Diary of A Wimpy Kid to our existing portfolio of amazing licences. Diary of A Wimpy Kid is a well-known and trusted brand, both in the UK and more globally, and we’re certain that our innovative product is sure to excite fans and encourage them to engage with the brand in a whole new way.”
Shaelyn Germain-Dupre, senior licensing and marketing manager at Wimpy Kid, added: “We are grateful for our continued partnership with Brands with Influence and are immensely excited to be working with Amscan and Igloo. These partnerships represent our continued commitment to deliver the highest quality products to our fans beyond the pages of the books. We are confident that customers will adore these extraordinary new lines in our licensing programme.”
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