Universal is setting the stage for the 40th anniversary of Where’s Wally? as the iconic character prepares to step into the spotlight – briefly, at least – in 2027 with a commemorative consumer products programme and major global fan activations.
The world’s most adventurous traveller, Wally may have spent four decades blending into the crowd, but few characters stand out quite so clearly in a crowded brand marketplace. 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 phenomenally successful publishing franchise and into popular culture.
Rafa Macias, Executive Vice President, Universal Consumer Products & Games:
For nearly four decades, Where’s Wally? has transformed a simple search into a shared experience that connects generations around the world. 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 recognizable Halloween costumes, and a familiar sight at marathons and large-scale participation events.
Just this past year in South Korea, Starbucks featured themed beverages, food, merchandise and in-store experiences inspired by Wally’s iconic red-and-white striped adventures. Fans also 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. Together, these activations engaged fans of all ages and showcased the enduring global appeal of Where’s Wally?.
That cultural visibility creates a powerful platform for licensing. The question Where’s Wally? is itself an invitation to be adventurous, making the brand a natural fit for live searches and trails, events, festivals, retail activations and community initiatives.
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 instantly recognizable 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 something equally valuable… this is an iconic 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 shopUniversal.com.
