Simon & Schuster worldwide will mark a decade of Rachel Renée Russell’s bestselling Dork Diaries series with a global retail and marketing campaign.
The anniversary will be celebrated from June 2019, 10 years after the UK Dork Diaries published in 2009, and will feature the release of a re-jacketed edition of the first Dork Diaries title, chronicling the daily life of its 14-year-old protagonist Nikki Maxwell, retailing at £6.99.
Fiction editorial director of Simon & Schuster Children’s UK Jane Griffiths said: “Dork Diaries is one of Simon & Schuster’s most successful series both here in the UK and across the globe. Nikki Maxwell’s adorkable diaries celebrate friendship, fun and the importance of always being true to yourself, and we couldn’t be happier to have reached the milestone of 10 years of publishing these brilliant books.”
All territories will mark the anniversary from June onwards with a large-scale retail and marketing campaign. This will include high-profile positioning and increased visibility for frontlist and backlist across all Dork Diaries retailers, supported with bespoke branded display and point-of-sale items. The campaign also will also use worldwide ‘moments’ where the anniversary is collectively celebrated, with the intention of spreading the positive Dork Diaries message of friendship and accepting yourself for who you are.
Russell has sold 2.2 million books for £11.4m through Nielsen BookScan, with Dork Diaries responsible for more than two million of that. There are currently 21 Dork Diaries books in print in the UK.
2019 has already seen the release of Double Dork Diaries number 5 on 10th January, and the paperback of Dork Diaries: Birthday Drama! is due out on the 25th July - the hardback of which was published in October 2018, reaching number six in the Children’s Bestseller chart selling over 50,000 copies, according to Nielsen BookScan.