Entertainment Rights Plc acquired the worldwide rights for "Where's Waldo?"—also known in international circles as "Where's Wally?". Through the deal with series creator Martin Handford, ER gained audiovisual, licensing and merchandising, publishing, live events, and digital rights. Handford will continue to create and publish the "Where's Waldo?" books in their original format. ER will create new animated and live-action content with multiplatform applications expected to launch worldwide in 2008/2009.