DiaryWimpyKid
Consumer Products

Fox and Walmart launch Diary of a Wimpy Kid campaign

In the lead-up to the August 3 film premiere of Diary of a Wimpy Kid: Dog Days, Twentieth Century Fox Consumer Products and Walmart have partnered to launch a national retail campaign based on the hit franchise.
July 31, 2012

In the lead-up to the August 3 film premiere of Diary of a Wimpy Kid: Dog Days, Twentieth Century Fox Consumer Products and Walmart have partnered to launch a national retail campaign based on the hit franchise.

From July 31 until August 28, more than 2,500 Walmart locations across the US will carry exclusive Wimpy Kid products including the full collection of Jeff Kinney’s bestselling book series, board games, a mini prank kit from Cardinal Industries containing a whoopee cushion, moldy cheese and flies in ice, and book accessories including bookmarks and book lights from Andrews + Blaine and Trends International.

Additional items include a new behind-the-scenes book entitled The Wimpy Kid Movie Diary: How Greg Heffley Went Hollywood and a two-pack DVD set featuring the films Diary of a Wimpy Kid and Diary of a Wimpy Kid: Rodrick Rules.

Walmart will support the campaign with a complete in-store marketing program and online Facebook activity.

To date, more than 75 million books in the franchise are currently in print in 36 territories, translated in 35 languages worldwide. Fox also recently secured new UK licensees for the franchise.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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