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.”