The Wiggles revealed several new licensing partnerships as Licensing Expo is now underway. The current resurgence of The Wiggles in North America will be supported by a host of new products that will begin hitting retail this fall, just as the group wraps its largest U.S. tour in nearly a decade, and heads north into Canada for a 26-city run.
Among the new licensees, Black and White, joins The Wiggles as footwear partner, with new products set to include Wiggles toddler slippers. The Kersheh Group‘s Jelli Fish Kids is a new apparel partner focused on underwear and sleepwear. The underwear will hit Canada this fall, followed by sleepwear as a tie-in to the recently-released video aimed at toilet training — “The Toilet Song.”
“The Wiggles are proud to see the continued brand resurgence that has generated a tremendous amount of interest from the licensing community,” says Paul Field, The Wiggles managing director. “With a strong broadcast presence, record-breaking tours and an exploding digital presence, The Wiggles in many ways, enjoy a broader popularity base than they’ve had in the last 28 years.”
WowWee joined The Wiggles as master toy partner for North America this past February, and while a wide range of toys, books, DVDs, and sporting goods (including the Stoneridge Emma bicycle pictured top) are already at retail, additional product categories will be added to The Wiggles mix later this year.
Licensees include:
- TCG: Puzzles, games and playmats (summer/early fall)
- Riley Blake Designs: Wiggles fabrics for DIY and crafts (summer/early fall)
- Gertex: Headwear and hosiery (summer/early fall)
- JCORP: T-shirts (fall)
The Wiggles are represented by Playology Intl. for North American licensing.
