The Wiggles have appointed Kaufman Licensing to lead their consumer products program in North America, marking a renewed push to expand the group’s reach across the region. The agency will work in coordination with Haven Licensing, the global representative for The Wiggles, to broaden the brand’s presence across key categories, including toys, publishing, apparel, and food.
The collaboration reconnects The Wiggles with licensing executive Sid Kaufman, President of Kaufman Licensing, who worked with the group during their early rise in the U.S. market. “Almost 30 years ago, during my first experience with The Wiggles in the U.S., the affinity from the market was immediate,” he says. “After seeing the success of the recent U.S. tour and the amazing growth on YouTube, I knew it was time…or should I say timeless.”
The decision follows a year of growing momentum in North America, where the group has seen strong attendance at live shows, increased digital engagement, and heightened visibility across social platforms. Their recent content, including the viral character the Tree of Wisdom, has drawn significant attention and introduced the brand to new families.
Antonios Arseniou, Global President of Toys and Merchandise at The Wiggles, emphasizes the brand’s growing international resonance: “The Wiggles have always been about music, entertainment, and education. To witness the outpouring of enthusiasm across North America — whether it’s packed live shows with Robert De Niro in the audience in New York or unforgettable sing-alongs with Dolly Parton in Nashville — is truly inspiring. We are excited to build on this incredible energy with licensed products designed to bring The Wiggles into every aspect of family life.”
The Wiggles are preparing for a busy year ahead, supported by a slate of new music and an upcoming return to the U.S. and Canada for the 2026 Tree of Wisdom Spectacular Tour. The renewed licensing strategy aims to extend the group’s footprint across retail and bring the brand into more aspects of family life, reinforcing its long-standing influence in preschool entertainment.
Learn more at kaufmanlicensing.com.
