"We’re building the Waldo online ecosystem," Nicole Blake, svp of marketing at Classic Media/Entertainment Rights, tells Brandweek of taking the Where’s Waldo? franchise into cyberspace. Sounds like Ms. Blake is living the dream. The strategy: re-engage twentysomethings in the children’s-book character they grew up with, and sell them licensed goods. In addition to his own site, Waldo’s got a photo hunt on Flickr, pages on MySpace, Bebo and Facebook—and this week he joins Twitter. Plurk’s apparently not part of the media plan. It has so few members, he’d probably be too easy to spot.
—Posted by David Gianatasio