Universal Consumer Products & Games is preparing to celebrate 40 years of Where’s Wally? in 2027 with a global campaign, consumer products program, and fan experiences. (In the U.S., he’s better known as Waldo.)
First published in 1987, Martin Handford’s search-and-find book series has expanded into a global franchise spanning television, video games, merchandise, and live events. The character’s signature red-and-white striped sweater, glasses, and bobble hat have also made Wally a recognizable figure in fashion, Halloween costumes, and community events.
“For nearly four decades, Where’s Wally? has transformed a simple search into a shared experience that connects generations around the world,” shares Rafa Macias, Executive Vice President, Universal Consumer Products & Games. “As we look ahead to this milestone, we see a brand that continues to show up in culture, inspiring curiosity, participation, and discovery across live experiences, products, and communities. The 40th anniversary is an opportunity to celebrate what makes Wally so enduring while creating new ways for fans and partners to join the search.”
The anniversary celebration will center on the “40 in 40” campaign, which will bring Wally to 40 cultural events across 40 locations worldwide. Planned appearances will span music festivals, major sporting events, film premieres, and other gatherings.
Europe, the Middle East, and Africa (EMEA) will play a key role in the celebration through live experiences, influencer partnerships, social media campaigns, and giveaways. The initiative will also provide licensing partners with opportunities to connect new consumer products to the anniversary festivities.
Universal theme parks will join the celebration with a commemorative merchandise collection launching in January 2027 at Universal Orlando Resort and Universal Studios Hollywood. The collection will also be available internationally through shopuniversal.com.
The anniversary plans follow recent brand activations in South Korea, including a Starbucks collaboration featuring themed food, beverages, and merchandise, as well as the interactive Wally Run and a Where’s Wally? exhibition.
Originally published in 1987, Where’s Wally? has been translated into more than 30 languages, introducing generations of readers to the challenge of spotting the character among crowded illustrations.
