WowWee is responsible for the distribution of The Wiggles’ existing toy range including musical instruments, feature plush, dolls and dance accessories. WowWee will supervise future product development, along with providing manufacturing oversight, licensing and retail placement for all toy categories in North America.

“We are excited about the innovation and creativity that WowWee will bring to The Wiggles brand in North America,” says Paul Field, managing director, The Wiggles. “Having a toy partner with the prominence and influence of WowWee will ensure that our consumer product presence in North America will be in line with the brand.”

“We’re thrilled to begin this strategic partnership with The Wiggles, and we look forward to our teams collaborating on this iconic brand,” says Richard Yanofsky, president and co-founder, WowWee. “The Wiggles are synonymous with providing entertainment that is both fun and educational for a legion of fans spanning nearly three decades. WowWee’s signature innovation and interactive play will naturally complement The Wiggles approach to their unique brand of preschool entertainment.”