Diary of a Wimpy Kid Gets Expanded L&M Program


A new licensing program is in place for the Diary of a Wimpy Kid franchise with partners such as Go! Toys and Games, USAOPOLY and Trevco.

Wimpy Kid is expanding the property into licensed categories across apparel and co-branded games and puzzles, with the first product expected to debut at retail in fall 2022. This follows on the heels of animated movies on Disney+ and the recent publication of Diary of a Wimpy Kid: Diper Överlöde.

Vanessa Jedrej, global brand manager at Wimpy Kid, commented, “We’re thrilled to partner with Go! Toys and Games to launch a new board game and puzzles that will have stretch appeal across our younger fans and active Gen Z following. 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 USAOPOLY’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 decor, 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 a Wimpy Kid franchise and are excited to create games that will allow audiences to experience Greg’s adventures like never before,” said Jodi Wasserman, VP of marketing at 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 Diary of a Wimpy Kid—a brand that has enriched the lives of both kids and adults for so many years!” said Jean-Paul Teskey, president of Go! Toys & Games.

Jared Harding, VP of growth at Trevco, added, “We are thrilled to partner with Diary of a Wimpy Kid to enhance the assortment of licensed products in the marketplace. 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.”