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Where's Waldo? With Entertainment Rights

22 Jan, 2007 By: Billy Gil

Waldo finds himself in the Entertainment Rights family.

The publishing rights for the red-and-white-stripe-clad Waldo character from the “Where's Waldo?” book series can now be found with Entertainment Rights, a U.K. family-media group.

Entertainment Rights is acquiring worldwide rights to audio visual, licensing and merchandising, publishing, live events and digital rights to the “Where's Waldo?” brand.

“We believe that in today's increasingly pervasive digital environment, the interactive nature of the ‘Where's Waldo' property gives us a huge opportunity to develop the character outside of publishing into a multimedia brand,” said Jane Smith, group commercial director for Entertainment Rights.

Entertainment Rights recently acquired U.S. media company Classic Media and adds the Waldo publishing rights to its growing roster of rights to children's franchises such as Casper the Friendly Ghost, Rudolph the Red-Nosed Reindeer, Lassie and Veggie Tales. The company expects to create new animated and live-action content for Waldo as early as 2008.

Series creator Martin Handford will retain the rights to create and publish the original “Where's Waldo?” picture books.

“I am delighted that Waldo can now be found among Entertainment Rights' happy family,” Handford said. “Characters such as Postman Pat and Rupert Bear are perfect companions for this next and most exciting stage of the 'Where's Waldo?' adventure.”

“Where's Waldo?” was first published in 1986, and the franchise has sold more than 76 million books and collectable artworks worldwide, totaling more than $159 million. The pictorial puzzle books, known internationally as “Where's Wally?”, are published in more than 50 countries and translated into 26 languages.

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