Fox secures Diary of a Wimpy Kid licensing partners

BM Fashion on board with T-shirts; Danilo produces greeting cards and more.
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Fox Consumer Products EMEA has announced a string of new licensing deals for the popular Diary of a Wimpy Kid book series.

UK partners targeting the core fanbase (aged six to 12 years old) include BM Fashion with T-shirts and sweatshirts, Danilo with greeting cards and Robert Frederick with stationery. 

Meanwhile, Paul Lamond is still the UK distributor for Pressman’s puzzles and games, while UK publishing partner Puffin has sold six million copies of the series. This makes it the most popular brand in children’s publishing.

The deals come ahead of the latest film – Diary of a Wimpy Kid: Dog Days – which hits cinemas on August 3rd. The seventh book – Diary of a Wimpy Kid: The Third Wheel – arrives in book stores this November.

Jeffrey Godsick, president of Fox Consumer Products, said: “The Diary of a Wimpy Kid book sales have generated an unprecedented level of awareness and love for the franchise amongst parents and children.

“The theatrical release of Diary of a Wimpy Kid: Dog Days in August and the subsequent DVD release in Q4 2012 present an additional platform to extend the Wimpy Kid narrative, through appropriate licensed products that appeal to the devoted followers beyond the books and the big screen.”

The property was recently voted the best children’s book series of the last decade in a Blue Peter poll, ahead of Harry Potter.

Last year’s Diary of a Wimpy Kid: Cabin Fever, the sixth book in the series, was the best-selling children’s book of 2011.

Over 75 million books in the series are in print across 36 territories. Diary of a Wimpy Kid was created by US author Jeff Kinney.

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J Fox

J Fox was founded in 1995 by Ashwin Rao as a sock supplier. Since then, the firm has developed to a company that turns over £7 million supplying socks, T shirts, underwear, sleepwear, bags, belts, wallets and purses.

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