The Wiggles Appoint Headstart and WowWee as Toy Partners

February 21, 2019
3 min read

The Wiggles have recently appointed Headstart as their Master Toy Partner in Australia and New Zealand and WowWee as their Master Toy Partner in North America.


“We are excited about the innovation and creativity that the dynamic duo of Headstart and WowWee will bring to The Wiggles brand in both Australia and North America,” said Paul Field, The Wiggles Managing Director. “Having toy partners with the prominence and influence of Headstart and WowWee brings great credibility and ensures that our consumer product presence in both these regions will be in step with the brand and the exciting progress we are making.”

The Wiggles are one of the hardest working and most successful musical groups in the world, touring Australia, Canada & USA, over the last year. In 2018 The Wiggles played a total of 348 shows, selling over 405,000 tickets and in 2019, The Wiggle Fun Tour will be a full production featuring all The Wiggles hits from Hot Potato to Do the Propeller! The Australian leg of the tour will see The Wiggles touring all major community venues across Australia. Parents cannot wait to get Wiggles tickets for their children!

The Wiggles were also awarded 2018 Preschool License of the Year at the 2018 LIMA Australian & New Zealand Licensing Awards and 2019 sees a new era of growth with the addition of Headstart as a new Master Toy partner of The Wiggles. Headstart is one of the hottest toy companies in Australia, with big, innovative plans for this fast growing, iconic Australian preschool brand!

“We couldn’t be more excited to become the master toy partner for The Wiggles. The Wiggles are such an iconic, Australian brand and we’re looking forward to bringing freshness and innovation to the toy line across key categories such as Dolls, Musical and Plush,” says Andrew Hendy – CEO – Headstart International.

2019 is also promising to be an amazing year for The Wiggles in North America as well, with the brand enjoying a global resurgence. With increased broadcast and streaming visibility, extensive live presence through tours and of course, the rapidly growing popularity of the first-ever female Wiggle, Emma, 2019 will be huge.

Some of the 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 nearly 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

“We’re thrilled to begin this strategic partnership with The Wiggles and we look forward to our teams collaborating on this iconic brand,” said 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.”