The Wiggles have announced the appointment of Kaufman Licensing as their licensing agency in North America, who is joining forces with The Wiggles’ global licensing agent, Haven Licensing Pty. Ltd, to expand and grow the beloved children’s entertainment brand’s US merchandising program.
The agreement marks a reunion between the beloved children’s entertainment group and licensing executive Sid Kaufman, who previously worked with The Wiggles during their early success in the US market.
“I am thrilled to once again be working with The Wiggles and Haven,” said Sid Kaufman, President of Kaufman Licensing. “Almost 30 years ago, during my first experience with The Wiggles in the US, the affinity from the market was immediate. After seeing the success of the recent US tour and the amazing growth on YouTube, I knew it was time…or should I say timeless.”
“We have had the good fortune of representing the worldwide licensing rights for The Wiggles. Our blueprint for success in Australia combines programming, promotion, retail partnerships and great product on a year-round basis. After seeing the consistent engagement of North American audiences, we thought it was time to refresh our program and we are delighted to have Kaufman Licensing on board to lead our efforts.” Said CEO Tom Punch Haven Pty. Ltd.
Antonios Arseniou, Global President of Toys and Merchandise at The Wiggles, emphasized the brand’s growing international resonance, “The Wiggles have always been about music, entertainment and education. To witness the outpouring of enthusiasm across North America – whether it’s packed live shows with Robert De Niro in the audience in New York or unforgettable singalongs with Dolly Parton in Nashville – is truly inspiring. We are excited to build on this incredible energy with licensed products designed to bring The Wiggles into every aspect of family life.”
Kaufman Licensing will spearhead The Wiggles’ North American licensing program, targeting retailers and product categories including toys, publishing, apparel and food. The renewed partnership builds on a foundation of proven success and positions The Wiggles for expanded visibility and engagement with preschool families throughout North America.
The announcement follows an extraordinary year for The Wiggles in the USA, with the excitement continuing with the release of their new album, The Tree of Wisdom. The album has sprouted from the viral sensation The Tree of Wisdom, the wildly popular Wiggles character whose “dance like no one’s watching” routines have clocked over 200 million views on social media.
The Wiggles have also announced their much-anticipated return to the US and Canada in 2026 with the Tree of Wisdom Spectacular Tour.
Fans can purchase tickets for the shows here, on sale now and selling like hot potatoes.
With a legacy of entertaining and educating millions of children across generations, The Wiggles continue to reinvent themselves for the modern marketplace, cementing their position as one of the most trusted and innovative brands in the global family entertainment sector.
