Wally is a carny-like imp with muted crimson skin, curled black and white horns, a triangle-tipped tail, white hair, and black eyes with yellow sclera. He also has a long curly mustache.

Wally Wackford is a businessman who attempts to sell products for money. He runs a company called Wacky Wally Wackford's Wacky Idea "Factory" where people invent stuff, and he attempts to make money off of their inventions. 

He has been shown to be a somewhat goofy and eccentric individual in his actions, an example being when he would be the only one laughing after making a lame pun or joke.