Classic Media character Where's Wally? has joined forces with charity Action for Children, plus the UK's biggest funder for the endangered Asian elephant, Elephant Family, for The Fabergé Big Egg Hunt.
From February 21st, more than 200 giant and uniquely crafted Easter eggs will be 'hidden' throughout London - including a two and a half foot Where's Wally? egg.
It will be the only roaming egg, moving every three days.
The challenge is to spot Wally in key locations, with clues to its whereabouts being shared through the media, Facebook and Twitter.
Along with the other eggs, Wally will have a code which the public can use to enter the Fabergé Big Egg Hunt prize draw for a chance to win the Fabergé Diamond Jubilee Egg. There are also opportunities to win Wally themed goody bags throughout.
"We are delighted to partner with these two organisations to help support their efforts and offer Where's Wally? fans a fun opportunity to find him in their own city by searching for the roaming Wally Egg in London," said Nicole Blake, EVP, global marketing and consumer products, Classic Media. "This event is a perfect fit for Where's Wally?, who people of all ages are eager to find, and is an exciting way to raise awareness for both funds."