Diary of a Wimpy Kid Giant Helium Balloon to Debut in the 2010 Macy’s Thanksgiving Day Parade®

Sweepstakes to Win a Trip to New York and VIP Parade Grandstand Tickets Begins September 30

NEW YORK--(BUSINESS WIRE)--Get ready for Jeff Kinney’s Wimpy Kid as you’ve never seen him before! Amulet Books, an imprint of ABRAMS, and Macy’s announce the 2010 debut of the Diary of a Wimpy Kid balloon in the 84^th annual Macy’s Thanksgiving Day Parade^®. Stepping off on Thursday, November 25, 2010, the Macy’s Parade is broadcast nationally on NBC-TV, from 9 A.M. to 12 P.M., in all time zones. In 3-D for the first time, Wimpy Kid is one of two new giant character helium balloons that will debut in the legendary Parade lineup this year, joining 13 other helium giants. The Parade is part of a series of initiatives celebrating the release of the fifth book in the series, Diary of a Wimpy Kid: The Ugly Truth, which is on sale Tuesday, November 9, 2010, with a first printing of 5 million copies.

“I’m incredibly excited that Diary of a Wimpy Kid has been chosen to be a part of Macy’s Thanksgiving Day Parade”

“I’m incredibly excited that Diary of a Wimpy Kid has been chosen to be a part of Macy’s Thanksgiving Day Parade,” said Jeff Kinney. “When I think of all of the iconic characters that have flown in years past, I feel humbled and honored that my character will be a part of the Parade’s history.” ABRAMS president and CEO Michael Jacobs added, “Kids and adults alike will be delighted to see and experience their favorite children’s book character rendered ‘larger than life.’ We are thrilled Wimpy Kid will be shared with millions—in person and on TV around the world—at a grand new height.”

In addition to seeing their favorite character take a larger-than-life form, Wimpy Kid fans are encouraged to enter a sweepstakes to win a trip to New York to see the Diary of a Wimpy Kid balloon up close. Open for entries on September 30, one lucky winner and three guests will celebrate the Thanksgiving holiday in New York along the Parade route. The winning entry will receive airfare for four people, a hotel room for two nights, and VIP grandstand tickets to watch the Parade live as it makes its way down the streets of New York City. Full details and an entry form can be found by going to www.abramsbooks.com/wimpykidsweepstakes. Entries will be accepted through October 30, 2010.

“The Macy’s balloon line-up will once again reach new heights this year with the debut of Diary of a Wimpy Kid,” says Amy Kule, producer of Macy’s Thanksgiving Day Parade. “Jeff Kinney’s character is iconic for the millions of children who empathize and relate with his trials and tribulations. We are excited to welcome him into the Macy’s Parade family and can't wait to see the smiles of children everywhere when they see him take flight on Thanksgiving Day.”

For more than 80 years, Macy’s Thanksgiving Day Parade has been the official kick-off of the holiday season. Every year, the Parade is seen by more than 3.5 million people who line the streets of New York and more than 50 million people who tune into NBC to watch the giant balloons, one-of-a-kind floats, the nation’s best marching bands, hundreds of cheering clowns, and a host of celebrities ring in the holidays.

Since publication of the first Diary of a Wimpy Kid book in April 2007, more than 37 million books are in print in the United States, and the books have been sold in more than 30 countries around the world. Published by Amulet Books, an imprint of ABRAMS, Kinney’s work has been widely credited for its ability to turn reluctant readers on to books. In 2010, the movie adaptation of Diary of a Wimpy Kid grossed more than $60 million in box office sales, the book series won a Nickelodeon Kids’ Choice Award, and books in the series won numerous awards voted on by students and teachers in schools around the globe. In 2009, Jeff Kinney was named one of TIME magazine’s most influential people in the world. A second movie is in production now and is expected to be in theaters March 2011.

About the Macy’s Thanksgiving Day Parade

With more than 50 million viewers across the country and more than 3.5 million spectators who line the streets of New York City each year, the Macy’s Thanksgiving Day Parade is a national icon that has grown into a world-famous holiday event. For more than 80 years, the Macy’s Thanksgiving Day Parade has marked the official start of the holiday season. Growing in size and scale, the Parade proudly marches down a more than 2-mile route in New York City with over 8,000 participants in tow, including Macy’s employees and their families, celebrities, athletes, clowns, and dance groups spreading holiday cheer. The Parade also features America’s best marching bands, fabulous floats, and Macy’s signature giant helium character balloons. For more information on the Macy’s Parade please visit www.macys.com/parade or call the Parade hotline at [phone].

About Amulet Books: Created in 2004 to specialize in books for middle grade and young adult readers alongside Abrams Books for Young Readers, which publishes books for readers up to age twelve, Amulet Books publishes bestselling and award-winning fiction and nonfiction. Amulet Books is an imprint of ABRAMS.

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