The deal means ER now has worldwide in perpetuity audio visual, licensing and merchandising, publishing, live events and digital rights to Where's Wally? Creator Martin Handford has reserved the right to continue creating and publishing Where's Wally? titles in their original format.
First published in 1986, there are over 76 million books and collectable artworks of Where's Wally? sold worldwide, generating sales in excess of £81 million.
The successful series of 60 pictorial puzzle books is based on searching and finding Wally and friends.
ER will now look to develop the brand into new areas, with Where's Wally? offering potential in the web, software, mobile, handheld devices, gaming, education, interaction and competition markets.
"We are delighted to have secured the rights to global publishing phenomenon, Where's Wally?" said Jane Smith, group commercial director at ER. "We believe that in today's increasingly pervasive digital environment, Where's Wally is a unique property which has huge potential as a multimedia brand."