Photo gallery: Families turn out to see Grand Norwich Duck Race
Where's Wally is better known for blending into the crowd, but his painted duck namesake floated into the limelight by winning the Grand Norwich Duck Race this afternoon.
The race, in aid of charity Break, involved 55 oversized and creatively decorated rubber ducks battling it out in the corporate category, while another 2,000 ducks were released in the second race of the afternoon.
The corporate ducks were a hit with families, who flocked to the banks of the Wensum to watch as they drifted downstream from St George's Bridge by Norwich Playhouse to the finishing line at Fye Bridge by the Ribs of Beef pub.
Some of the eye-catching designs included a Spiderman duck, a geisha duck and even one sporting a yellow jersey, reddish sideburns and cycle helmet in a the style of Tour de France winner Bradley Wiggins.
Jim Barrs and his four-year-old granddaughter Poppy Winter, both from Heartsease, came along to see the race, with Poppy cheering on her favourite - an angel duck complete with wings.
Mr Barrs said: 'I think it's good. The kids love it and it's different because it's not the sort of thing you see every day.'
The winning duck, Where's Wally, was created by the 40-strong Norfolk County Council learning and development team, who raised money for the sponsored duck by organising a buffet in their office.
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Vicky Hebborn, from the team, said: 'We had a vote in the office on how to decorate it and Where's Wally won. It was a team effort.
'We are calling it his 'Mo Farah' moment as he came from the middle of the pack to win, but we knew he could do it.'
'We work quite closely with Break, so we know about the charity and the support that it offers.'
Michael Rooney, from Break, said the money raised from the duck race would be used to support the charity's projects working with teenagers leaving care and teenage parents, as well as a fostering project.
He said: 'As usual, the public of Norwich and Norfolk have been absolutely fantastic in terms of supporting us and getting involved.
'What we hope we provide is a really fun way to get involved with a charity that changes young people's lives.
'A huge thank you must go to all of the companies and public who have supported us.'
Among the organisations supporting the race were The Canoe Man and the Norwich Punting Company, who helped to round up any wayward ducks, as well Ribs of Beef landlord Roger Cawdron and the pub's football team players, who helped to marshall on the day.
Mr Cawdron said: 'I think Break is a great children's charity and it does really good work for the families and carers of children and it's a worthwhile charity to support.'