In preparation for the theatrical release of Diary of a Wimpy Kid: Dog Days on August 3, Twentieth Century Fox Consumer Products has launched a national retail campaign with Walmart, making the chain a “One Stop Wimpy Shop.” More than 2,500 stores nationwide are now carrying a full range of Wimpy Kid products, including exclusive merchandise that can only be purchased at Walmart. The program will remain in store through August 28.
In addition to all of Jeff Kinney's books, including updated tie-in The Wimpy Kid Movie Diary: How Greg Heffley Went Hollywood, a line of related accessories will also be featured at Walmart. Andrews + Blaine and Trends International is bringing out bookmarks and book lights , and Cardinal Industries has a mini prank kit, complete with moldy cheese and flies in ice. Another Walmart exclusive: a DVD set with the first two movies, Diary of a Wimpy Kid and Diary of a Wimpy Kid: Rodrick Rules.
But it's not all about the big screen for Kinney's hapless character. On November 13, Amulet Books will publish the seventh title in the series, Diary of a Wimpy Kid: The Third Wheel. In this newest installment, which will have a 6.5 million first printing, Greg tries to get a date for the Valentine's Day dance.