The classic Where's Wally? brand has been expanded across a raft of key categories in the UK.
29 partners are now on board in the territory, with new lines launching from Gemma (stationery and gift wrap); Paper Projeects (stickers); Smith & Brooks (apparel); Smiffy's (dress up); and Mask-arade (kids character masks).
In addition, Little Star Creations is producing audio accessories including headphones, iPod and laptop skins, MP3 cases and Nintendo DS cases. Talking Tables (partywear), Senoble UK (cakes) and Kinnerton (advent calendars and Easter kits) are also on board.
Character World (bedding and home accessories), SERT-MST (toiletries) and Trans-Continental (camping equipment) have all introduced the character into new areas.
"The UK is a true success story and a great lead territory for Where's Wally?," said Nicole Blake, EVP, global marketing and consumer products at Classic Media. "With a top notch group of new and returning partners, we look forward to continuing to build on this momentum as we approach the 25th anniversary celebration."