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BWI renews Representation for Diary of a Wimpy Kid; several new deals signed

BWI renews Representation for Diary of a Wimpy Kid; several new deals signed

On the back of recent licensing deals in the UK, Wimpy Kid Inc. 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.

With the continued popularity of WIMPY KID, Brands with Influence has successfully negotiated two recent licensing deals with Amscan International (part of Wonder) and Igloo. Amscan International has acquired the dress up, costume and accessory rights with the first-ever, licensed Greg Heffley costume projected to release to coincide with World Book Day 2024, while Igloo has signed an agreement for an innovative new product called Popheads in the stationery and art and craft category.

Talking about the representation renewal, Martin Lowde, CEO, Brands with Influence said, “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. It’s great to now see retail and licensees getting behind the brand and bringing innovative new products to this growing audience.”

Melanie Beer, Group Licensing Director, Wonder explained their 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, commented on their new product plans “

“We’re thrilled to welcome Diary of A Wimpy Kid to our existing portfolio of amazing licenses. 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.” Brands with Influence Press Release of 1 3 For Release Nov 2023 Shaelyn Germain-Dupre, Senior Licensing and Marketing Manager at Wimpy Kid, Inc. expressed, “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 program!” 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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