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'Uncover the Color' Campaign for Next 'Diary of a Wimpy Kid' Series Announced

In a first-ever global English-language prepublication campaign, Amulet Books, in conjunction with Puffin in the UK, announces the "Uncover the Color" online and social media promotion that engages fans and leads up to the release of the cover, title, and color of book 8 in Jeff Kinney's bestselling Diary of a Wimpy Kid series. The new book, which will be the biggest children's book release of 2013, is due to arrive in stores November 5, 2013.

The campaign will go live today on and will run until August 8, 2013, when the color, title, and cover of the latest installment of Wimpy Kid will be revealedboth virtually and at a major live U.S. event, to be announced.

To tease the reveal of the cover and color, features interactive mini-games and trivia challenges centered around an all-knowing, glowing crystal ball. This special lead-in celebrates the backlist books while generating excitement for the release of book 8.

To promote the campaign, social media outreach will include tweets from Jeff Kinney. An extensive online consumer ad campaign, on sites such as,, and, among others, will drive traffic to the site.

Diary of a Wimpy Kid is once again poised to be the biggest book series of the year, as book 8 hits stores on November 5, 2013. The biggest book release of 2012, with a 6.5-million-copy first printing, Jeff Kinney's seventh Diary of a Wimpy Kid book, The Third Wheel, continues to dominate bestseller lists in 2013. As of today, it is the top-selling children's title of 2013 according to Nielsen Bookscan sales data. It is the third bestselling title of all books sold in 2013 to date and one of only three children's books in the top 20, sharing the spotlight with two books by Dr. Seuss.

Books in the core Wimpy Kid series by Jeff Kinney include Diary of a Wimpy Kid (2007), Diary of a Wimpy Kid: Rodrick Rules (2008), Diary of a Wimpy Kid: The Last Straw (2009), Diary of a Wimpy Kid: Dog Days (2009), Diary of a Wimpy Kid: The Ugly Truth (2010), and Diary of a Wimpy Kid: Cabin Fever (2011). On November 13, 2012, book seven in the series, The Third Wheel, released with a 6.5-million-copy first printing. Jeff Kinney has also written and illustrated The Wimpy Kid Do-It-Yourself Book and The Wimpy Kid Movie Diary. Book 8 in the series will have the biggest print run of 2013 and will release on November 5, 2013. The series has been a fixture on the USA Today bestseller list (the first book in the series remained in the top 150 for more than 200 weeks) and also on the Wall Street Journal and Publishers Weekly bestseller lists. The series has remained consistently on the New York Times lists since the publication of the first book.

More than 85 million Diary of a Wimpy Kid books are in print around the world. The books have been sold in more than 44 territories in 42 languages. Published by Amulet Books, an imprint of ABRAMS, Kinney's work has been widely praised for its ability to turn reluctant readers on to books. Jeff Kinney was named one of Time magazine's most influential people in the world. Three movies based on the book series have grossed more than $250 million internationally. The book series won Nickelodeon Kids' Choice Awards in 2010, 2011, and 2012 (and is nominated for one in 2013), and Jeff Kinney won a Children's Choice Book Award in 2012. Books in the series have won numerous awards voted on by students and teachers around the globe. The Wimpy Kid island (Wimpy Wonderland) on, a virtual world for kids, remains one of the most visited on the site.

For more information, interviews, or images, please contact:

Jason M. Wells

Executive Director, Publicity and Marketing

Abrams Books for Young Readers/Amulet Books

115 West 18th Street, New York, NY 10011

office: 212-229-8826 mobile: 646-456-5446 fax: 212-366-0809


Founded by Harry N. Abrams in 1949, ABRAMS was the first company in the United States to specialize in the creation and distribution of art and illustrated books. Now a subsidiary of La Martinire Groupe, the company publishes visually stunning illustrated books in the areas of art, photography, cooking, interior and garden design, craft, architecture, entertainment, fashion, sports, and pop culture, as well as children's books and general interest titles. The company's imprints include Abrams, Abrams ComicArts, Abrams Image, Abrams Books for Young Readers, Amulet Books, Abrams Appleseed, Stewart, Tabori & Chang, and STC Craft/Melanie Falick Books. Abrams also distributes books for The Vendome Press, Victoria & Albert Museum, Tate, Royal Academy of Arts, Booth-Clibborn Editions, Five Continents, and others.

Media Contact: Jason Wells, ABRAMS, 6464565446,

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