By Allison Watkinson
TLL Reporter
Universal has big plans to mark the 40th anniversary of “Where’s Wally” in 2027.
The character who inspired millions of hours of meticulous searching first appeared in 1987. Also known as “Where’s Waldo” in many global markets, Wally’s red-and-white striped jumper, bobble hat, and glasses have become an internationally and instantly recognized brand around the world.
While Wally-slash-Waldo has spent a lot of his time hiding out in plain sight over the past four decades, that will change in 2027 as Universal launches its “40 in 40” campaign, in which Wally will appear at 40 cultural events in 40 locations worldwide. The events will include major music festivals, sporting events, and film premieres.
The Europe, Middle East, and Africa (EMEA) region will host live experiences, influencer partnerships, social media activity, and giveaways tied to the campaign. Universal says licensees will have ample opportunities to connect products to the various planned celebrations.
Universal theme parks will also take part. A new merchandise collection will launch in January 2027 at Universal Orlando Resort and Universal Studios Hollywood. The collection will also be available internationally through shopUniversal.com.
“For nearly four decades, Where’s Wally? has transformed a simple search into a shared experience that connects generations around the world,” said Rafa Macias, executive vice president of 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.”
Macias says the character has also appeared in contexts beyond publishing, including licensed collaborations in fashion, World Book Day celebrations, Halloween costumes, and marathons, to name a few.
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.
Fans also took part in the Wally Run, a community event, and in the “Where’s Wally?” Exhibition, which featured large-scale environments with puzzles, photo opportunities, and hidden discoveries.
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