"Seriously, where is Waldo?," a customer at Traverse City's Little Fleet asks the bartender one summer afternoon. To the uninitiated, it must've sounded like a strange query, but those in the know knew it was all part of a treasure hunt by a local bookstore that had customers and tourists looking high, low and in 20 local businesses for Waldo this summer.

Downtown TC's Brilliant Books gave 20 7-inch Waldos -- the goofy guy in glasses and a red-and-white hat -- to local shops, restaurants, museums and theaters. Customers who played along were also given a “passport” listing the 20 participating businesses. After that, they were on their own.

“The response has been really great, the kids are so excited,” says Sara Grochowski, the store's children and young adult book specialist. 

The idea originated with Candlewick Press, publishers of the “Where’s Waldo” books, posters and other paraphernalia, in 2013, Waldo’s 25th anniversary.

“It’s cool to see (Waldo) hang on for 25 years,” says Jodie Brandt, night manager at Brilliant Books and the organizer of the expedition. “He’s quirky, cute and aggravatingly hard to find sometimes, like the Christmas one where everything is red and white.”

Brandt says it wasn’t difficult to get local retailers to play along. He gave each one a Waldo paper doll, a door sticker and a short description of the quest with tips that included offering clues if the Waldo-hunters were getting frustrated.

“It’s not a test,” Brandt says, reminding those who participate that it's all for fun, adding that about 100 people found all 20 Waldos around town.

Brandt and his bookstore colleagues say children loved the hunt — but grownups did, too. The businesses got into it as well, with hiding spots that ranged from putting Waldo in the basket of a hot-air-balloon-shaped paper lantern to sticking him onto the ceiling with a magnet to putting him high above the bar at Little Fleet. Only one venue — the State Theatre — needed a replacement Waldo, probably because an overzealous seeker misunderstood the premise.

Brandt likes how the hunt gets people into businesses they might not frequent, whether it’s The History Center of Traverse City or area eateries. He also made a point of approaching new businesses, like the Pleasanton Cafe, and some businesses beyond downtown, such as Top Comics on Eighth Street.

Grochowski said she thinks it gives parents time to actually shop while their children are looking for Waldo.

That’s backed up by an email Brilliant Books received last weekend, praising store manager Jack Hannert for his patient customer service skills as he gave clues to a child having trouble finding Waldo:

“(Jack) took his time and fully explained the search for Waldo … I was overwhelmed by his kind nature and patience … My kids found Waldo and were thrilled. We then went to nine other stores and had a wonderful time. I also spent a few dollars in six of the 10 stores that we visited.”

The Waldo hunt culminates today (Saturday) with a party at Brilliant Books on Front Street from 3-6pm with Waldo activities, snacks and a prize giveaway.