29-05-2025
The Wiggles head to Malaysia as ABC Commercial grows brand's regional reach
This latest deal signals an expanding commercial blueprint for The Wiggles brand, one that places Southeast Asia as a key growth territory in the post-pandemic media landscape.
A trusted brand lands in a new market
The agreement will see RTM acquire four seasons (Series 4–7) of the Ready, Steady, Wiggle! series for its English-language free-to-air channel.
For ABC Commercial, the deal builds on a broader strategy: extending the reach of reliable, educational entertainment across borders.
With The Wiggles already established in Australia, North America and the UK, Malaysia becomes the latest addition to a growing list of markets where the brand resonates with preschoolers, and where local broadcasters are actively seeking quality content with cross-cultural appeal.
Cultural connection as a growth strategy
According to ABC Commercial's Content Sales Manager for Asia and MENA, Alex Zhou, the timing is ideal.
'We're seeing strong demand from broadcasters for safe, smart content that parents can trust,' Zhou said. 'The Wiggles tick all those boxes, they've spent over 30 years combining music, movement and learning in a way that feels joyful and inclusive.'
Part of that relatability comes from the group's evolving cast. With John Pearce, the Purple Wiggle, bringing Asian heritage to the screen, the brand's diversity has become a feature, not just a footnote, in how it connects with young viewers globally.
