The Wiggles Plot Huge Year, Lock WowWee As Master Toy Partner

It’s time to fire up the Big Red Car again. As Toy Fair New York begins, The Wiggles names WowWee as their master toy partner for North America. Effective immediately, WowWee assumes control of The Wiggles’ existing toy range, including musical instruments, plush, dolls, and dance accessories. The news comes as The Wiggles plot their biggest and most visible year in recent memory for North America — with plans for a three-month North American concert tour; collaborations with new partners including Super Simple Songs, Mother Goose Club, and Sesame Workshop; and more content featuring Emma, the first-ever female Wiggle.

“We are excited about the innovation and creativity that WowWee will bring to The Wiggles brand in North America,” says Paul Field, The Wiggles’ managing director. “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.”

WowWee will bring a new level of proprietary interactivity to The Wiggles brand, its colorful characters, and in all future product development. They will provide manufacturing oversight, licensing, and retail placement for all toy categories in North America.

“We’re thrilled to begin this strategic partnership with The Wiggles and we look forward to our teams collaborating on this iconic brand,” says WowWee President and co-founder Richard Yanofsky. “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.”

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.