It took me nearly 20 minutes to find Waldo at the World of Maps on Wellington Street West.
I toured the store three times, browsed the maps and board games, and carefully inspected the flags displayed in the window. I was determined to find the little guy to get my passport stamped.
But the hunt was far from over. I kept walking down Wellington Street West to find Waldo at every participating store in last month’s innovative marketing initiative by the west-side Ottawa business district.
Whether Waldo was hidden on a poster or behind a flowerpot, finding the bespectacled fellow in his signature red-and-white striped shirt and toque required focus and perseverance — until I realized he was right in front of me all along.
Launched in 2023 by the Spaniel’s Tale Bookstore and the Wellington West Business Improvement Area, the Where’s Waldo? campaign encourages visitors to explore local businesses in both Hintonburg and Wellington Village.
For this year’s fourth edition, 23 local stores participated from July 6-26.
Spaniel’s Tale co-owner Cole Davidson said the publisher of the popular Where’s Waldo? books, Candlewick Press, initially promoted the contest in the United States.
Davidson said he decided to take the idea and develop it in Wellington West hoping to involve more local businesses and encourage community participation.
“Parents love it. It gives their kids something to do while they’re out of school, and it’s like a game of hide-and-seek with Waldo,” he said. “Any way businesses can involve the community and build connections around what they do is a good thing.”
The Where’s Waldo? phenomenon began in 1987 when English illustrator Martin Handford produced his first puzzle book for Walker Books featuring a character he named Wally, who was hidden in large crowds in busy cartoon street scenes in various locales.
When the book proved popular, U.S. publisher Little, Brown and Company began selling the series in North America but changed the traveller’s name to Waldo. Publishing rights were later acquired by Candlewick.
The Wally and Waldo books have been published in more than 50 countries and translated into 30 languages. More than 80 million books have been sold, and the concept was adapted for a television series and for video games.
As I continued walking down Wellington Street West, I spoke with a few business owners and got familiar with their products. The experience was about more than just finding Waldo; it was an opportunity to also connect.
Aron Slipacoff, executive director at Wellington West BIA, said the yearly campaign gives a local residents an extra reason to visit and support local businesses, rather than just going for a regular walk along the main commercial street on central Ottawa’s west side.
“If someone comes in looking for Waldo and ends up buying a book, an ice cream or a skirt, that’s a success, too,” he said.
According to Slipacoff, Wellington Street West has the densest concentration of independent businesses in Ottawa. He says that if the BIA isn’t championing promotional initiatives like the Where’s Waldo? challenge, they simply wouldn’t happen.
“Unlike some other commercial districts, we don’t have the city leading programming, beautification or marketing,” he explained.
Slipacoff noted the campaign could see even greater success in the future if more businesses joined each year and encouraged more people to participate.
“I’d love to see more prizes, more sponsors, so we can make the experience even bigger,” he said.
By the end of my afternoon participating in the Where’s Waldo? challenge, my passport was full of stamps. Completing the hunt qualified me for a draw with a chance to receive a Where’s Waldo? book, other merchandise and a $100 gift card to spend at a participating business.
The experience reflected what Slipacoff described as the strength of Wellington West: “Homegrown businesses, which are a reflection of the community itself.”
