A four-inch-tall Waldo cutout sits high up in the window of Blick Art Materials, peering down on the children searching around the store for it. Kids run around and shout, “I’ve found him!” and sprint to the register to get their FindWaldo passport stamped.

Blick is one of 28 Evanston businesses — including restaurants, running stores and bookstores — participating in the 11th annual Find Waldo event. It is being held ahead of the Waldo book series’ 40th anniversary next year.

Downtown Evanston and Bookends & Beginnings host the search as part of a nationwide “Shop Local” campaign to promote local retail stores.

Businesses choose where to hide Waldo, but in most stores, he hangs out in low spots accessible to children. In Artem Pop Up Gallery, he usually sits on a low-hanging shelf, and in Penzeys, a spice shop, he typically stands by boxes of variety seasonings.

To find Waldo, people of all ages visit Evanston’s local shops.

“We have 3-year-olds come up, college kids, even adults come in,” said Sarita Kamat, owner and artist at Artem Pop Up Gallery. “[They come in] just because it’s a fun thing in downtown Evanston.” 

Children 12 and under who manage to locate the cutout in at least 20 businesses will be entered into a prize drawing. It will take place during a Find Waldo party back at Bookends & Beginnings on August 1. 

For Jac Dellaria, a framing assistant at Blick Art Materials, the joy comes from helping kids work out the timeless puzzle of “Where’s Waldo?”

“I do like coming in and giving a hint here and there,” Dellaria said. “It’s always very fun to see kids be very excited when they finally find it.” 

Bookends & Begginings began participating in the national event to bring more people to brick-and-mortar stores downtown.

“It’s just such a brilliant way of getting people to walk inside storefronts that they might otherwise walk past every day,” said Nina Barrett, owner of Bookends & Beginnings. “Because of the nature of Waldo hiding somewhere, you really do have to look around when you walk in.”

The hunt brings new people and new opportunities for the small business owners, she said.

“This summer is especially challenging for retail because of the state of the economy,” Barrett said. “We absolutely see Waldo bringing people into the store we’ve never seen before, people who are unfamiliar with the store.”

Dellaria said customers are looking around more than usual.

“I don’t know if it’s made people buy more things, but it’s definitely… brought people in,” he said.

Kamat said she saw the biggest benefits from the increased foot traffic. 

“People feel like, ‘How come we missed this,’” Kamat said. “You don’t know how many will come back, but at least 50%… come back.”

For Barrett, the best part of this citywide search comes from the no-screens, analog experience.

“I worry more and more, lots of people worry more and more about screen time and kids on devices,” Barrett said. “The best part about it… [FindWaldo] is good old-fashioned in-person fun.”

During Waldo’s 39-year literary life, he has hit beaches, ski slopes and even Hollywood. In July, he makes his home in Evanston, too.