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Walmart to Launch Diary of a Wimpy Kid Exclusive Retail Campaign

The Diary of a Wimpy Kid franchise is anything but wimpy. In preparation for the release of Diary of a Wimpy Kid: Dog Days on August 3, Twentieth Century Fox Consumer Products will launch a national retail campaign with Walmart, making the world’s largest retailer a One Stop Wimpy Shop. Beginning July 31, more than 2,500 stores nationwide will carry a full range of products including exclusive merchandise that can only be purchased at Walmart. The program will remain in stores through August 28.

As the third installment of the film arrives in theaters, Walmart will carry all of the books in Jeff Kinney’s best-selling series, board games, and DVDs. Walmart will also feature several exclusive products, including a Wimpy Kid Mini Prank Kit, from Cardinal Industries, containing a whoopee cushion, moldy cheese, and flies in ice, all packaged in a collectible tin; a line of book accessories, including bookmarks and book lights from Andrews + Blaine and Trends International; and a two-pack DVD set featuring the films Diary of a Wimpy Kid and Diary of a Wimpy Kid: Rodrick Rules.

The One Stop Wimpy Shop will offer an updated book, The Wimpy Kid Movie Diary: How Greg Heffley Went Hollywood, that chronicles how each of the three movies in the franchise were made. The book includes behind-the-scenes photos, fun facts, and a free limited-edition movie poster.

This post was originally written by Sierra McCleary-Harris and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.