This fall, WHERE'S WALDO?, everyone's favorite globetrotter, celebrates his 21st birthday. In honor of this milestone, Entertainment Rights is launching a multimedia marketing campaign and consumer products program aimed at 20-somethings -- the generation that grew up with this pop culture icon.
A publishing phenomenon, with more than 46 million books sold in over 50 countries and translated into 26 languages, Waldo is now graduating beyond books into new media, merchandise and more. Accompanying Waldo on this journey are new partners including Local Celebrity (T-shirts), BioWorld (accessories), Elope (Halloween costumes) and USAOPOLY (puzzles). To prepare for the birthday festivities, Waldo will get an all-new, fashion forward style guide geared toward Generation Y. Online, in-store, or at events -- who knows where Waldo will be spotted next?
This summer, Waldo leaps off the pages of books, joining millions of other 20-somethings to travel the digital highway. An official Waldo online presence has been established on key social networking sites including Facebook, MySpace and Bebo. "The Great Online Photo Hunt" has launched on Flickr at http://canyoufindwaldo.com/flickr. A user-generated tool-kit providing Waldo Watchers with official character art, scenes, images, icons and graphics debuts this week. Waldo's new online destination, www.canyoufindwaldo.com, will launch in September, timed to his 21st birthday.
Published by Walker Books in the U.K. and Candlewick Press in the U.S., Waldo books continue to be perennial best-sellers, available in more than 50 countries worldwide, including the U.S., U.K., Japan, France, Spain and Australia. In 2008, Candlewick Press is releasing new Waldo editions, including THE ULTIMATE TRAVEL COLLECTION -- a compact, travel-friendly bind-up of five classic Waldo titles, publishing this June. Waldo seekers won't want to hit the road without this paperback compilation of his world-famous excursions. An additional title will follow this fall.
Unlike Waldo, his fans will never have to wear the same thing twice. Fashion-forward apparel company, Local Celebrity, will roll out a line of Waldo-themed young men's and juniors' T-shirts. The on-trend screen printed shirts will be "found" at hip department and specialty stores and boutiques in fall 2008.
When hitting the road, Waldo's devoted fans will never misplace their favorite accessories once they see the new Waldo-inspired line that includes bags, headwear, wallets and luggage tags from BioWorld.
Waldos will be spotted in crowds of Halloween revelers this fall through a new partnership with Elope -- a top producer of specialty Halloween costumes. The Waldo costumes will include the iconic hat, glasses and red and white striped top and will be available in fall 2008 at specialty chains and Halloween stores.
Waldo watchers can continue to "Join the Search!" by piecing familiar Waldo scenes together with puzzles from USAOPOLY. The adult puzzle line will be sold in collectible Waldo-themed boxes and tins at book and specialty stores beginning in 2009.
