TOY FAIR 2011: Treasure Trove adds The Wiggles

Firm to distribute musical, plush and pre-school products in the UK and Ireland.
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The Wiggles have sealed a deal with Treasure Trove to distribute products in the UK and Ireland.

The firm will be revealing a number of lines - including musical toys, plush and other pre-school items - at London Toy Fair this week.

The launch in May will coincide with The Wiggles' 20th birthday celebrations and the band's UK tour.

"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," said Mike Conway, The Wiggles MD.

"Treasure Trove's track record in developing sales channels for quality pre-school brands make them an ideal partner for The Wiggles."

Kim Carter, business development director of Treasure Trove, added: "The Wiggles are a pre-school phenomenon whose educational values sit very well alongside other Treasure Trove quality pre-school brands."

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