In the 1990s Waldo and his friends appeared regularly on the box with several promotional tie-ins. The boxes often featured an adapted Where's Waldo? scene on the back of the box along with other related puzzles. Life also offered several "inside the box" and "send away" premiums, along with coupons for discounts on Where's Waldo mechandise, and other exclusives. Waldo returned to Life Cereal boxes in 1997 for the 10th anniversary celebration, and the release of The Wonder Book.