Stella Projects Signed for Where's Wally in Australia

Classic Media, formerly Entertainment Rights, has signed Stella Projects to manage the IP rights for Where's Wally? in Australia and New Zealand.The two-year deal will see Stella Projects, led by former ABC consumer products and distribution executive Gra

April 6, 2018

1 Min Read

Classic Media, formerly Entertainment Rights, has signed Stella Projects to manage the IP rights for Where's Wally? in Australia and New Zealand.

The two-year deal will see Stella Projects, led by former ABC consumer products and distribution executive Grahame Grassby, look to secure distribution deals for Where's Wally? consumer products for current licensees and will uncover new retail opportunities within the territory.

Stella will also be responsible for targeting strategic third-party promotional partners and will coordinate marketing activities for the brand—with a particular focus on leveraging its potential in the digital space.

Where's Wally? has sold more than 46 million books worldwide and over 2.9 million sold in Australia and New Zealand alone, where Walker Australia acts as master publishing partner. Stella Projects will tap into the existing fan base of Wally Watchers in the Australian market, targeting both young children and the retro market of young adults who grew up with the brand.

"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," says Camilla Shestopal, international licensing manger at Classic Media. "We look forward to a long and fruitful relationship."

"Where's Wally? 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," says Grahame Grassby, director at Stella Projects.

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