Pizza Hut partners with author Jeff Kinney for Book It!

June 4, 2012

Book It!, a national reading incentive program sponsored by Pizza Hut, has announced that it has joined with author Jeff Kinney and his book series Diary of a Wimpy Kid to kick off registration for the 2012-13 school year.

Fresh off a Nickelodeon 2012 Kids Choice Awards win for "Best Book," Diary of a Wimpy Kid will be integrated into all Book It! classroom materials, teacher printables and web creative at With this integration comes a new Book It! tagline: "Read Your Heart Out," motivating children to make reading an important part of everyday life.

"This new chapter brings two recognizable names together to advocate a love of reading for school-age children," said Shelley Morehead, Book It! program administrator. "We've revamped our Book It! materials to feature Gregory Heffley, the loveable youngster who has made Diary of a Wimpy Kid a sensation. Jeff Kinney's amazing series has resonated with our Book It! audience and we're looking forward to adding this new touch to our celebrated program."

The Diary of a Wimpy Kid series features Kinney's trademark novel in cartoons format. One of the most successful children's book series ever published, Diary of a Wimpy Kid books have been on multiple national bestsellers lists since publication of the original volume in 2007. There are more than 75 million copies in print in more than 40 countries. The Diary of a Wimpy Kid book 7 is set for release Nov. 13.

"For 27 years the Book It! Program has been promoting children's literacy and getting kids excited about reading," Kinney said. "I'm thrilled to have Greg Heffley and Diary of a Wimpy Kid as a part of the program and to encourage kids to discover magic between the pages of a book."

The reading incentive program was launched by Pizza Hut in 1985. Registration for the 2012-13 school year is now open and the program begins in October.

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Topics: Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management , Pizza Hut

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