Where’s Wally? is set to mark 40 years in 2027 with a commemorative consumer products programme and a global 40 in 40 celebration.
Universal is setting the stage for the 40th anniversary of Where’s Wally? as the character prepares to step into the spotlight in 2027 with a commemorative consumer products programme and major global fan activations.
Since first appearing in 1987, his red-and-white stripes, bobble hat and glasses have become recognised around the world, taking Wally far beyond the successful publishing franchise and into popular culture.
“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, 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.”
Today, Wally is as likely to be encountered in the real world as on the page. He has become a fashion icon, a fixture at World Book Day celebrations, one of the most recognisable Halloween costumes and a familiar sight at marathons and large-scale participation events.
In the past year, fans laced up for the popular Wally Run, an interactive community event that transformed the search for Wally into a real-world experience, while the Where’s Wally? Exhibition invited guests to step inside larger-than-life environments filled with puzzles, photo opportunities and hidden discoveries.
In 2027, that spirit will go global with 40 in 40, a campaign that will see Wally appear at 40 iconic cultural moments in 40 different locations around the world, from music festivals and major sporting events to film premieres.
EMEA will play a key role, bringing the search to fans across the region through live experiences, influencer partnerships, social media and giveaways, while giving licensees opportunities to connect products with the wider celebrations.
The milestone also provides significant scope for consumer products across EMEA. Wally’s recognisable visual identity, humour and cross-generational appeal offer partners a distinctive creative platform, while four decades of fans dressing as him, running as him and gathering in their thousands as him demonstrate that this is a brand people actively want to be part of.
Universal theme parks will also be getting in on the Wally celebration with the debut of an all-new merchandise collection kicking off the anniversary in January 2027 at Universal Orlando Resort, Universal Studios Hollywood and available around the world on www.shopuniversal.com.
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