This BEA season, for Wiley everything's coming up... dummies. This week, the publisher has big plans to celebrate 20 years of building the wildly successful For Dummies line.

When For Dummies began in 1991, most bookstore chains were worried by the first book in the series, DOS for Dummies, questioning whether consumers would self-identify with the brand or be offended by it. But the publisher stuck to its strategy, and the rest is a very profitable history with, says Wiley v-p and publisher Andy Cummings, a bright future ahead.

"We see an exciting transition in which we envision new print and digital products and services that will continue to help consumers learn," says Cummings. He cites the expansion into formats such as workbooks and all-in-ones in the past, and points to plans to continue digital content development and to expand into new global markets such as Brazil, India, and Asia.

Cummings also says one of the most important things in building the brand has been "to ask for feedback from our passionate readers on what they want to learn." This strategy has led to at least one unexpected bestseller, with Raising Chickens For Dummies, perhaps not so unusual for a line that has tackled everything from Spanish to personal finance to algebra.

To celebrate the brand's milestone, many activities are planned. For starters, the Dummies Man will be on hand in the Wiley booth (4220) today, 11 a.m.–3 p.m., and tomorrow, 10 a.m.–5 p.m. Apart from BEA, the Dummies Man will also be ringing the closing bell of the New York Stock Exchange today.

In addition, various For Dummies authors will be doing in-booth signings. Today, Marsha Collier will sign Starting an eBay Business For Dummies at 11 a.m. Tomorrow, Dan Gookin will sign Samsung Galaxy Tab for Dummies and DOS For Dummies at 10 a.m., followed by Andy Rathbone signing Windows 7 for Dummies at 3 p.m. There will also be a Dummies Through History area featuring mementos from over the years, 20th anniversary minibooks for giveaways, and other items.

But that's not all—the publisher invites show attendees to come by Wednesday at 4 p.m. to have a beer to toast dummies, past and future.