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"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.
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