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Company Celebrates Waldo’s 21st Birthday with the Debut of an All-New Consumer Products Program Including Merchandise From Local Celebrity, BioWorld, Elope & USAOPOLY

The Ultimate World Traveler Graduates Beyond Books and Gets his “Digital Passport”

NEW YORK, NY and LONDON, UK (June 9, 2008) Join the Search! 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 beloved 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?

“Waldo is a true global icon and the question Where’s Waldo? has become a popular catchphrase,” said Nicole Blake, Senior Vice President, Marketing, Entertainment Rights, North America. “Local Celebrity, BioWorld, Elope and USAOPOLY are the perfect partners to debut a product program that captures Waldo’s signature style and reflect the brand’s ‘search and find’ essence.”

Waldo Gets His Digital Passport 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 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,, will launch in September, timed to his 21st birthday.

Global Publishing Phenomenon
Published by Walker Books in the UK and Candlewick Press in the US, Waldo books continue to be perennial best-sellers, available in more than 50 countries worldwide, including the US, UK, 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.

“Wear” is Waldo?
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 & specialty stores and boutiques in fall 2008.

Accessorize with Waldo
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.

Stripes are “IN” this Halloween
Waldo, Waldo, Everywhere! 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 “Puzzles” Fans
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.

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About Where’s Waldo?
Created by Martin Handford and first published in 1987, Where's Waldo? is one of the most recognizable characters in the world and a pop culture icon. A global publishing phenomenon with over 46 million books sold worldwide, the successful series is published in over 50 countries and has been translated into more than 25 languages. JOIN THE SEARCH! as the ultimate world traveler graduates beyond books and gets his digital passport. Online, in-store, or at events––who knows where Waldo will be spotted next?

About Entertainment Rights
Entertainment Rights Plc (ER) is the UK’s leading global media group specializing in the ownership of high quality children’s and family programming, characters and brands. Entertainment Rights owns or controls the rights to many global characters including Basil Brush®, Postman Pat®, Guess With Jess™, Little Red Tractor™, Rupert Bear®, He-Man and the Masters of the Universe®, Fat Albert and the Cosby kids™, She-Ra®, Jim Jam & Sunny™, Ghostbusters, The Lone Ranger, Lassie, Rudolph the Red-Nosed Reindeer, Casper the Friendly Ghost, Felix . In January 2007, Entertainment Rights acquired Classic Media, the US-based owner of an extensive portfolio of children’s and family characters and brands including Big Idea Productions Inc, producer and creator of the award-winning ‘VeggieTales’ series of programming which, to date, has sold over 50 million home entertainment units in the US. Since 1999, when Entertainment Rights owned rights to just 39 episodes of programming, Entertainment Rights’ library has grown to circa 9,000 episodes of high quality children’s and family characters and brands. This includes certain rights to global brands such as Mattel’s Barbie™, Scholastic’s Clifford™ and Hasbro’s Transformers™. Entertainment Rights has grown rapidly; annual revenues have increased from £1.8m in 1999 to £68.1m in 2007, the last reported financial year. Visit