Jeff Kinney Reflects on Wimpy Kid's Phenomenal Success and Looks to the Future
As Jeff Kinney signs thousands of copies of his latest book, Partypooper, backstage at a theatre in Chester, the scene is one of meticulous efficiency. The author, creator of the beloved Diary of a Wimpy Kid series, wheels around on a swivel chair, his focus unwavering. Each book bears the proud declaration: "Over 300 million books sold." To put this staggering figure into perspective, Kinney has outsold even legendary rock bands like Led Zeppelin in album terms. For anyone who has encountered a child of reading age over the past two decades, Kinney stands as a veritable rock star in the literary world.
A Performance Artist in Author's Clothing
Kinney's public appearances are far from the typical sedate author signings. His sold-out event in Chester, attended by 800 enthusiastic children and parents, featured custard pies and wild audience participation, with one mother nearly injuring herself attempting the splits. Despite the raucous atmosphere, Kinney insists he is not a natural performer. "I'm not the type of person who needs to stand in the spotlight," he admits. "I'm a writer. I chose that profession because I'm an introvert. So it's a weird thing to be on stage, but these days, if you're a children's writer, you also need to learn to be an entertainer."
From Software Engineer to Literary Sensation
Now 54 years old, with greying temples, Kinney cuts an unassuming figure—tall, polite, and remarkably normal for someone of his immense wealth and fame. He could easily be mistaken for a friendly teacher or a small business owner. His journey began as a software engineer, creating the Wimpy Kid character for the browser game site Funbrain. Three years later, the first book launched, captivating children with its relatable characters and dense humour. The series reads like finely crafted observational comedy, offering an accessible alternative to more daunting fantasy epics.
With the release of Partypooper, the 20th installment, Kinney shows no signs of slowing down. The book retains the series' signature humour and kinetic energy, infused with a gleeful darkness. Greg Heffley remains one of children's literature's most lovable anti-heroes, as evidenced by a scene where he blows out a funeral candle in a desperate bid for a wish. Kinney reflects on his creative goals: "Consistency and longevity at a high level in comedy is my current goal. I think a lot about Bob Dylan. I'm certainly not trying to compare myself to Bob Dylan, but he just moves forward. And I think that's a nice model."
Beyond the Books: Films, Town Planning, and Legacy
Kinney has evolved into the custodian of an entire franchise. In addition to the books and his global tour—which includes a leg in Germany following the Chester show—he writes screenplays for Disney's Wimpy Kid movies, with the latest, The Last Straw, released in early December. He credits this cross-medium work for keeping the books fresh. "My first few books are just like a collection of jokes," he smiles. "I didn't care that much about telling a good story. But when those books were adapted for the screen, I started learning about structure." He notes that it wasn't until book nine that he attempted a cohesive narrative, and only by book 19 did he feel proud of the storytelling.
Kinney's ambitions extend beyond literature. Using proceeds from his success, he opened a bookshop, An Unlikely Story, in his hometown of Plainville, Massachusetts. Its success inspired him to embark on a town planning venture, aiming to revitalise the depressed downtown area. "The industry is gone, and now you're left with this town where everybody lives, but they don't have anything to do," he explains. "So what we're doing is we're building. We just finished a beer garden, and now we're gonna put in a pizza restaurant, and then we're going to create a town green and some other things too."
Looking Ahead: The Future of Wimpy Kid
With such a long-running series, some authors might feel restless, but Kinney embraces the longevity. He has experimented with spin-offs, including a series about Heffley's best friend and a collection of short stories. When asked about an end goal, he responds thoughtfully: "Right at this moment, I really am looking out over the horizon. There were two goals I wanted to reach. One was book 20, and the other was 300 million books in print. I didn't ever think beyond that. And now I've gotta say, what's next?"
He draws inspiration from cartoon characters, noting their enduring appeal. "When you look at what I've created here, it's not so much a literary character as a cartoon character," he says. "Cartoon characters tend to go on for a long time. I'm not embarrassed by it. You know, Charles Schulz did Peanuts for 50 years." Kinney employs a meticulous writing process, involving obsessive journaling and Systematic Inventive Thinking—a technique derived from engineering—to mine for jokes. This method, he believes, will sustain the series indefinitely.
Reflecting on his career, Kinney expresses gratitude for his position. "It's just such a privilege to have a long-running series because, you know, it's hard to break in as a writer," he says. "I'm very aware of how lucky I am to not have to introduce myself to the public when I have a new book. I'm more like a legacy person now, and I like that better." He envisions a future akin to icons like Dr Seuss or Charles Schulz, embracing his role as a seasoned creator. "I'm headed for that. I'm headed to my final form."
