Australian preschool musical group The Wiggles has tapped Canada’s WowWee as master toy partner in North America, with the toyco distributing the group’s existing product range (including musical instruments, feature plush, dolls and dance accessories). WowWee will also provide manufacturing oversight, licensing and retail placement for all toy categories in the region.

The agreement comes as The Wiggles prepare to tour North America, and follows a recent partnership with Toronto’s Skyship Entertainment that saw content launch on the Super Simple Songs YouTube channel and Super Simple social media platforms.

WowWee, meanwhile, continues to make moves in the music world, having recently inked an exclusive licensing agreement with Korean kids entertainment company Pinkfong for a product line that will launch at retail this fall. The deal was part of Pinkfong’s ongoing efforts to expand brand awareness following the viral success of its “Baby Shark” video.