Following the launch of a fruitful partnership with the publisher in 2019, Kids in Museums has today announced the launch of ‘Where’s Wally? Spooky Museum Search!’.

The Museum of London, National Museums Scotland, Museum of Cardiff, Roman Baths, The Cutty Sark, Horniman Museum & Gardens and dozens more British museums will run a tailored – and crucially, social distanced – experience for families to enjoy in the run up to Halloween.

“Last year, we saw an estimated 45,000 families take part across 50 museums, so we’re thrilled that despite the obvious challenges facing museums this year, we’ll be able to support and encourage safe, socially distanced family visits to even more museums this time round,” says Jill Kidson, head of consumer marketing at Walker Books.

Despite the enthusiasm among organisers for people to visit museums in person, additional online activities will be made available for those parents or guardians not yet feeling confident enough to return.


A sign of the times

A year ago the objectives of the inaugural Where’s Wally? initiative were – in the midst of a record-breaking year for museum visits – very different.

Kids in Museums and Walker Books launch Where’s Wally? competition to boost family engagement


The UK-wide search will once again encourage visitors to hunt for the illusive character in amongst museums’ collections and spell out a phrase with letters hidden alongside mini Wally standees dotted around participating institutions.

Museums that decide to take part will receive all the necessary materials from Walker Books, including mini standees, activity sheets, posters, bookmarks, pin badges for staff and social media assets.

“The last few months have been a challenging time for the heritage sector so we are pleased to support even more museums to hold a fun and safe activity this October,” notes Alison Bowyer, executive director of Kids in Museums. “We hope to encourage families back into heritage sites and help them enjoy all the rich experiences on offer.”

The promotion will run between 9th October and 1st November 2020.

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