The Wiggles’ new partnerships will foster brand extension via educational play-based-learning, fashion, DIY, accessories and party goods.
New licensees include TCG Toys for puzzles, games and floor mats; Jcorp Inc. for daywear; Danawares Corp. for tabletop, stationary, craft and activity; Riley Blake Designs for fabrics and DIY, among others.
"The Wiggles are thrilled to welcome our newest partners into the fold and extend the brand’s consumer products portfolio in North America to satisfy our captive audience” says Paul Field, managing director, The Wiggles. “The Wiggles, in many ways, are a completely new property, but still built upon the same values, messaging and educational principals that they were launched with nearly three decades ago.”
The new Wiggles lineup, which includes the first-ever female Wiggle, Emma (the Yellow), is helping to reignite the popularity of the 28-year-old brand.
New Wiggles products are slated to hit stores in 2019, though some will be available at Toys “R” Us and Wal-Mart Canada in Fall 2018.