The Wiggles Unveil Roster of New Partners

The Wiggles announced several new licensing partnerships and new product rollouts in North America.

A new Wiggles footwear partner Black & White will offer a line that includes Wiggles slippers for toddlers.


Jelli Fish Kids, a member of The Kersheh Group, is a new apparel partner focused on underwear and sleepwear. This line will launch in Walmart Canada this fall, with sleepwear to follow soon after. In a strategic consumer product/brand content play, the two plan to align underwear product with the massively successful music video aimed at toilet-training, “The Toilet Song,” which launched on The Wiggles’ YouTube channel in January and has already amassed nearly 7.5 million views


Toys, books, DVDs and sporting goods are already in the marketplace and listed at mass retailers and online across the nation. There are, however, several new product categories rolling out throughout this year, including:

  • Puzzles, games and playmats from TCG, launching summer/early fall
  • Wiggles fabrics for DIY and crafts from Riley Blake Designs, launching late summer/early fall
  • Headwear and hosiery from Gertex, launching summer/ early fall
  • T-shirts from JCORP, launching this fall


“The Wiggles are proud to see the continued brand resurgence that has generated a tremendous amount of interest from the licensing community,” said 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.”


The announcement comes amid a steady stream of rejuvenated growth for The Wiggles in North America, that includes continued sold-out live tours in the U.S. and Canada—its largest U.S. tour in nearly a decade will visit 28 markets coast-to-coast from July into September; a steady stream of new content with a dedicated social media following (nearly 750 million views and 434K subscribers on YouTube with growing popularity on Spotify, Apple Music, Netflix and Hulu); and continued strong sales of its content (more than 30 million DVDs and CDs and 8 million books sold).


In addition to distribution on Hulu in the U.S. and Netflix globally, the Wiggles are watched daily in six million homes in Canada on Treehouse TV, with Wiggle’s shows performing as the No. 1 program slot for kids 2–5 and adults 25–54 across all kid’s networks; and in the U.S., 60 million homes tune in daily to watch The Wiggle, Wiggle, Wiggle show on Universal Kids.


The Wiggles are represented by Playology Intl in North America.