In an effort to grow the preschool brand in the US, The Wiggles have signed a retail partnership giving Barnes & Noble the rights to carry new toys both in stores and online starting this September. Created by US master toy partner Fun 2 Play Toys, the new range is inspired by the first-ever female Wiggle, Emma Watkins, who joined the group in 2012.
The new “Emma-lution” range includes the Wiggles Bowtiful Ballet Studio—featuring a ballet bar, mat and instructional DVD that teaches ballet to kids—which is available exclusively online. The toy range also includes a 15-inch Wiggles Emma Ballerina Dress Up Doll and a line of six-inch assorted plush (pictured), available in stores and online.
The partnership with Barnes & Noble is the latest merchandise expansion for the iconic property following a number of new licensing agreements in the US and Canada with TCG Toys (puzzles, games and floormats), Danawares (tabletop, stationery, craft and activity), JCorp (daywear), Gertex Hosiery (headwear and hosiery), Centura Brands (health, beauty and bath) and Riley Blake Designs (fabric and DIY).