‘Diary of a Wimpy Kid’ Unveils Licensing Program

Wimpy Kid has unveiled a new licensing program with fresh partners, including Go! Toys & 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 licensed categories, including apparel and co-branded games and puzzles, with the first products expected to debut at retail this fall. 

“We’re thrilled to partner with Go! Toys & Games to launch a new board game and puzzles that will have stretch-appeal across our younger fans and active Gen Z following,” says Vanessa Jedrej, global brand manager, Wimpy Kid. “Trevco has a formidable print-on-demand and tech infrastructure that will allow us to offer high-quality apparel to our fans worldwide, FAST! and USAoploy’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 decór, 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,” says Jodi Wasserman, vice president, marketing, 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,” says Jean-Paul Teskey, president, Go! Toys & Games. 

“We are thrilled to partner with ‘Diary of a Wimpy Kid’ to enhance the assortment of licensed products in the marketplace,” says Jared Harding, vice president, growth, Trevco. “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.”