Treasure Trove is the new distributor of Wiggles products in the UK and Ireland.
The firm will launch the products - manufactured by Funtastic International - at Toy Fair this week. They will hit stores from May to coincide with the pre-school rock band's 20th birthday celebrations and their 2011 UK tour.
First lines to roll out will include a number of Wiggles musical toys, followed up with plush and other pre-school items.
"The Wiggles are a pre-school phenomenon whose educational values sit very well alongside other Treasure Trove quality pre-school brands, such as Brio and Quercetti," said Kim Carter, business development director at Treasure Trove.
Mike Conway, The Wiggles' MD, added: "Children in countries all around the world have had great fun playing with Wiggles toys, so we're really excited to be working with Treasure Trove to enable that to happen in the UK and Ireland, too. Treasure Trove's track record in developing sales channels for quality pre-school brands makes them an ideal partner for The Wiggles."
Treasure Trove are on stand G10 at London Toy Fair.