Candlewick and ABA Launch “Find Waldo Local 2013”

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Starting on Thursday, February 21, independent booksellers across the country can pre-register to participate in Find Waldo Local 2013 (FWL), a month-long community-wide scavenger hunt in July 2013 that celebrates the uniqueness, fun, and strength of local businesses. Sponsored by Candlewick Press and the American Booksellers Association, the first Find Waldo Local promotion was held last July and was enthusiastically embraced by indie booksellers, their retail partners, and children and adults throughout their communities.

“Find Waldo Local 2013 will be bigger and better,” said Elise Supovitz, director of field sales for Candlewick. “Based on last year’s overwhelmingly positive feedback, we’re expanding the event to 300 host bookstores and growing the number of indie merchants by 50 percent to 7,500. Plus, we’ll be adding new social media components and exciting new prizes to drive book sales, such as coupons for $1 off Waldo books. This July, promote ‘Shop Local,’ celebrate Waldo, and sell lots of books!”

Following 2012’s FWL celebration, booksellers reported that the promotion drove significant traffic into their stores and increased sales, strengthened their alliances with their local business associations, engaged local families and visitors, and energized entire communities.

Candlewick will send up to 300 host bookstores a free kit (value $120) that includes Waldo standees and window clings for participating businesses; free prizes for Waldo seekers; templates for media outreach; social media assets to rally the community; and reproducible checklists, posters, bag stuffers, and more.

To participate, stores must agree to place a 40+ copy Waldo supporting order (special terms apply), dedicate a store window and/or in-store display to FWL during July 2013, and host a grand celebration event at the end of the promotion.

Pre-registration begins on February 21 at and ends on March 22. Participation is capped at 300 stores. More details are available here; questions should be addressed to [email protected].