UK-based party goods company Amscan International has signed on as a licensee for popular children’s book franchise Diary of a Wimpy Kid.
Brit licensing agency Brands with Influence set up the deal, which will see Amscan bring the Wimpy Kid brand’s characters (including hero Greg Heffley) into the dress-up market for the first time.
Amscan plans to roll out its costume line to retailers in the UK in time for World Book Day events in March, and then again in October for Halloween. The deal is part of a wider Wimpy Kid licensing program that has new products scheduled to hit shelves throughout 2023, including a full range of books, board games and toys.
Beyond costumes, Amscan also produces traditional party goods like games, balloons, face paint and tableware. Its licensed portfolio includes brands such as Roald Dahl’s stories, Dr. Seuss, Peter Rabbit and Elmer.
Diary of a Wimpy Kid broke into the consumer products market for the first time in October 2022. Its inaugural range included board games and puzzles from Go! Toys and Games and USAopoly, along with apparel from clothing manufacturer Trevco.