Where's Waldo and Friends

It took 25 years, but someone finally found Waldo, and with a delicious result. Praim Group announced its new line of Where’s Waldo? chocolate bars so now customers can search out the bespectacled icon while enjoying a sweet treat.

“These designs are fun and interactive and children and adults will not only like the chocolate, but can play with the wrapper as well,” says Paul Pruett, ceo of Praim Group.Four unique limited-edition bars will be released as part of the company’s new partnership with DreamWorks Classics, owner of the Where’s Waldo? publications. There will be two everyday and two holiday designs for consumers to choose from, including “Land of Waldos” and “Cake Factory” scenes.

A pop culture icon created by Martin Handford and first published in 1987, Waldo, with his red and white striped sweater and knit cap, has become famous the world over. Where’s Waldo? books have sold more than 58 million copies in 38 different countries.

“What better way to celebrate Waldo’s 25th anniversary than with chocolate?” says Karyn Schneider, vice president North American licensing, DreamWorks Classics. “We are enormously pleased to partner with Praim Group, who has a proven record of expanding successful brands into the confections aisle.”

The 3.5-oz. milk chocolate bars are all-natural and kosher and retail in the $1.99 - $2.49 range.

For Pruett, the licensing agreement dovetails perfectly with the company’s goals. “Where’s Waldo? is the perfect complement to our product line, further positioning Praim Group as a one-stop shop for designer chocolate,” he says.