Australian children’s entertainers, The Wiggles have appointed Haven Licensing as the new worldwide licensing agency for the preschool property.
The appointment follows news of the brand’s ambitious growth strategy, with The Wiggles recently announcing plans for a major international live music tour in 2025 – The Wiggles Bouncing Balls Tour – which bounces into the UK in the spring, before travelling to the US and Canada.
Promoted by TEG, the Bouncing Balls Tour will be The Wiggles’ first visit to the UK since 2017 and reflects a surge of interest in the property as the UK becomes the brand’s third largest territory. The last year has seen significant viewing figures for the TV show on Sky Kids, Ketchup TV and Netflix, while viewings on the YouTube channel have doubled in the last 12 months. This pattern has been replicated across music platforms with Spotify up 55% YOY.
Globally, Haven Licensing will look to grow The Wiggles’ already significant touring, licensing and merchandising programmes and find fresh ways for fans old and new fans to engage with the brand, with key priorities being the Australian, US and UK markets.
It will work closely with United Talent Agency which was recently appointed as the licensing agent for North America.
“The Wiggles’ TV, music, touring, and YouTube numbers are massive, and they represent core areas of focus as we look to build and strengthen our presence in the US and UK markets,” commented Tom Punch, md at Haven Licensing. “We are excited to be working closely with the team to leverage these platforms and bring our beloved content to even more families and fans across these regions.”
Luke O’Neill, ceo at The Wiggles, added: “We are thrilled to welcome the talented team at Haven Licensing into The Wiggles’ extended family and look forward to seeing them implement their ambitious brand extension strategies for the property.”
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