Licensing Toy Fair

WowWee Named Wiggles’ North American Master Toy Partner

wiggles name wowwee as north american master toy partner

The Wiggles named WowWee as its master toy partner for North America.



WowWee will assume immediate responsibility for the distribution of The Wiggles toy range, which includes musical instruments, feature plush, dolls, and dance accessories. Ultimately, WowWee will bring a high level of proprietary interactivity to the brand, its colorful characters, and in all future product development, along with providing manufacturing oversight, licensing and retail placement for all toy categories in North America.




Looking ahead, the brand looks to 2019 to be its most visible year in North America in recent years. The brand is seeing a global resurgence with increased broadcast and streaming visibility, extensive live presence through tours, and continued popularity for the first-ever female Wiggle, Emma. The children’s music group recently went viral for its potty training song, “The Toilet Song.”



Other North American highlights include:

  • The Wiggles will tour North America for over three-months this year, including the biggest U.S. tour in six years that will visit more than 30 cities, coast to coast.
  • The first-ever female Wiggle, Emma, has become an international sensation. 2019 will see the launch of Emma series 2 that is scheduled to dominate both broadcast and streaming platforms, as well as numerous Emma-centric consumer products.
  • The Wiggles are continuing to grow their digital presence, uploading new content twice a week and collaborating with new partners such as Super Simple Songs, Mother Goose Club and Sesame Workshop