The Wiggles, one of the world’s most iconic and enduring children’s entertainment brands, are celebrating a landmark year of brand expansion and innovation ahead of Brand Licensing Europe 2025.
Over the past year, The Wiggles have gained significant momentum through high-profile collaborations with leading retail and lifestyle partners across Australia and New Zealand.
Peter Alexander launched a 28-SKU family sleepwear collection, spanning babies, kids, and adults in July 2025 across 130+ stores and online. Kmart introduced two major programs including a 20-SKU baby sleepwear and apparel range in February 2025, followed by toys (10 SKUs in March and 2 SKUs in August 2025), available in 325+ stores and online. Meanwhile, Adairs unveiled a 15-SKU kids’ bedding and home décor collection in January 2025, available in 160 stores and online, supported by The Wiggles nationwide window takeover.
These launches complement The Wiggles’ major nationwide partnership with the Australian fruit and vegetable industry, promoting healthy eating habits through the Fruit and Veggies Yummy Yummy campaign (based on The Wiggles’ iconic song, Fruit Salad Yummy Yummy), which spans concerts, retail activations, and digital and social channels. As part of this initiative led by the International Fresh Produce Association Australia and New Zealand, The Wiggles will be featured on-pack in retail stores across Australia.
Building on this success, The Wiggles are now entering a new chapter with the launch of their brand-new global online store. This platform is a strategic investment for The Wiggles in quality, design, and fan experience which will launch in October.
The new range available through the store will include children and adult’s apparel, plush and toys all featuring a growing portfolio of characters that bring The Wiggles’ world to life. The store will also offer smarter fulfilment, a mobile-first shopping experience, and exclusive drops tied to live Wiggles shows.
Antonios Arseniou, President of Toys and Merchandise for The Wiggles, said, “The Wiggles are entering a new era of e-commerce, and this platform reflects our vision for the brand’s future. By investing in quality and design, we’re creating merchandise that not only delights fans but also strengthens our connection with families worldwide.”
Tom Punch, CEO of Haven, who represent licensing for The Wiggles, added, “After sell out tours in the USA and the UK in 2025, The Wiggles are again looking at touring in 2026 to bring their magic to fans. And we will be looking to replicate our huge Australian success at retail in both these markets. The Wiggles’ ability to innovate while staying true to their core values is what makes them such a powerful brand in licensing.”
Alongside licensing and merchandise growth, The Wiggles continue to shine on the world stage. Their UK Tour sold out in just two weeks, and on 3 October they will release their highly anticipated new album The Tree of Wisdom.
The album features the breakout character The Tree of Wisdom, whose dance routines have gone viral on social media, amassing more than 200 million views and earning fans ranging from Khloé Kardashian, Robert De Niro and Dolly Parton to parents across the globe.
Portrayed by Dominic Field, nephew of OG Blue Wiggle Anthony Field, the character has quickly become a cultural sensation. “People just seem to connect with my character and my dance moves,” said Dominic. “They’re the kind of moves everyone grew up with, like the classic sprinkler. I’ve got a new one I call shakin’ the leaves. For some reason, my dancing seems to generate a lot of laughter from both children and grown-ups alike!”
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.
