Wiggles Names Master Toy Partner

Children’s entertainment group The Wiggles has tapped U.S. toymaker Wicked Cool Toys as its master toy licensee for North America and Australia, in a deal brokered by Brandberry.

Wicked Cool will create a preschool toy range to coincide with the debut of the group’s new cast and 2013 worldwide tour.

Targeted to kids ages 2 to 6, the line will include plush and musical instruments and is expected to hit shelves this fall.

“2013 will be a very exciting year for The Wiggles as we introduce our new lineup, including the first female Wiggle,” says Paul Field, managing director, The Wiggles. "We are very excited to partner with toy veteran Michael Rinzler and his new toy company, Wicked Cool, and are confident that the new Wiggles toy line will keep children engaged with imaginative play that embodies the excitement of the brand that families around the world love.”