Kaufman Licensing will represent the Australian children’s entertainment brand in the US, targeting opportunities across toys, publishing, apparel and food
The Wiggles has appointed Kaufman Licensing as licensing agent in North America, joining forces with The Wiggles’ global licensing agent Haven Licensing Pty. Ltd to expand and grow the children’s entertainment brand’s US merchandising programme.
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.”
Kaufman Licensing will spearhead The Wiggles’ North American licensing program, targeting retailers and product categories including toys, publishing, apparel and food.
“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 Tom Punch , CEO, Haven Pty. Ltd.
Antonios Arseniou, Global President of Toys and Merchandise at The Wiggles, added: “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.”
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.
