Classic has Stella plans for Where's Wally

Former ABC exec Grahame Grassby to spearhead strategic expansion of brand.
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Classic Media has appointed Stella Projects to manage the IP rights to its successful global brand, Where's Wally? in Australia and New Zealand.

The two-year deal sees Stella Projects, led by former ABC Consumer Products and distribution executive, Grahame Grassby, acting as broker for the brand, bringing potential licensing partners into direct negotiation with Classic Media.

The agency will also look to secure distribution deals for Where's Wally? consumer products for current licensees and will uncover new retail opportunities within the territory.

Further to this, Stella will be responsible for targeting strategic third party promotional partners and will coordinate strategic marketing activities for the brand - with a particular focus on leveraging its potential within the digital space.

"We are excited to build upon Where's Wally?'s existing success in the Australian market," said Camilla Shestopal, international licensing manager at Classic Media. "Stella Projects, and in particular Grahame Grassby, has a wealth of knowledge in this arena and is incredibly well placed to develop and drive the brand forward."

Grassby added: "We are delighted to be working with a global pop culture icon such as Where's Wally? The brand already has a wealth of recognition in the Australian market from which to build and we are thrilled to be a part of the global team."


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Where's Wally?

Classic publishing character Where's Wally? is 25 in 2012 and there are major plans to move the brand further into the licensing arena. We find out more.

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