Where’s Wally? Secures New Licensees

LONDON: Classic Media is launching an international licensing program for the Where’s Wally? brand, with deals spanning across Australia, Japan and Western Europe.

“This iconic search and find brand is a proven hit in publishing and gaming globally, and is building a strong presence at retail in the U.K., and we are excited to build on this momentum as we begin our international consumer products rollout,” said Nicole Blake, the executive VP of global marketing and consumer products at Classic Media. “From Sydney to Tokyo to Paris to Copenhagen—Where’s Wally? fans all over the globe will be joining the search!”

Licensee Walker Books has already sold more than 50 million books worldwide and Ludia has sold more than 4.6 million apps for the iPhone and iPad. In Australia and New Zealand, recent deals from agent Stella Projects include John Sands (calendars), Smiffy’s (men’s costumes), Kinnerton Australia (advent calendars), Designworks (men’s apparel and accessories), Thos Holdsworth & Son/Leisure Dynamics NZ (games and puzzles), The Five Mile Press (floor puzzles), Modern Brands (games and puzzles), Simson Cards and Image Galley (distributing a range of greetings cards from Woodmansterne) and Artico (distributing giftware from Half Moon Bay). Where’s Wally? has also launched the first licensed program for the family restaurant chain Red Rooster.

In Japan, the Where’s Wally? line launched this summer with 500 SKUs and 23 licensees from deals with Buildou. Partners include Sega (arcade game), Delfino (diaries and photo albums), Ensky (calendars and puzzles), KD System (accessories), Watanabe (men’s and women’s apparel and accessories, including the iPhone cover), Skater (melamine), SunStar (stationery), Broccoli (travel card holder), Kokka (fabric), Benelic (kids melamine), Marimo Craft (assorted novelty), Run’A (assorted novelty), Morimoto Industry (novelty), Dix-Sept (stationery and novelty), UTE (women’s accessories), Small Planet (accessories and socks), Sun Arrow (plush), Kutsuwa (accessories, homeware and footwear) and Takara Tomy (stationery and novelty).

Where’s Wally? partners in France from agent Marathan Media include Alcara (cake charms), Alpa (back-to-school stationery), Grund (stationery) and Ravensburger (puzzles and board games). And in Benelux, Germany, Austria, Switzerland, Iberia and Italy from agent CPLG comes new partners, including Euro Prosem, with a range of Where’s Wally? apparel and DuMont with calendars for Germany, Austria and Switzerland.