Praim Group to distribute all-natural 'Where's Waldo?' chocolate bars

BOSTON — Praim Group, a food licensing, marketing and distribution company, today announced its agreement to create and distribute a line of all-natural chocolate bars featuring Where's Waldo?

Praim Group will introduce four limited edition collectible designs that include two "everyday" and two "holiday" SKUs. All bars are milk chocolate, 3.5 ounces, kosher and all-natural. The MSRP is $1.99 to $2.49. The packaging will feature Where's Waldo? scenes, including "Land of Waldos" and "Cake Factory," allowing consumers to enjoy their chocolate while also searching for Waldo. Consumers can log onto to find solutions to the limited edition collectible wrappers.

"These designs are fun and interactive, and children and adults will not only like the chocolate, but can play with the wrapper as well," said Paul Pruett , CEO of Praim Group. "Where's Waldo? is the perfect complement to our product line, further positioning Praim Group as a one-stop shop for designer chocolate."

"What better way to celebrate Waldo's 25th Anniversary than with chocolate?" said 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."

First published in 1987, Where's Waldo? is a global publishing phenomenon with more than 58 million books sold worldwide. The series is published in more than 38 countries and has been translated into more than 30 languages.

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