The iconic skivvies are heading further afield.
In a move that underscores both international appetite for Australian children’s content and ABC Commercial’s strategic push into global markets, Ready, Steady, Wiggle! has been picked up by Malaysia’s national broadcaster, RTM.
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 distribution arm of Australia’s national broadcaster, 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.
What’s next for The Wiggles in Asia?
The program is expected to premiere in Malaysia in late 2025, though a release date is yet to be confirmed.
While the initial deal centres on English-language programming, future expansion into dubbed or subtitled versions could further deepen the brand’s reach.
Luke O’Neill, CEO of The Wiggles, framed the partnership as a key chapter in the group’s international roadmap. “This is an exciting next step,” he said. “RTM and ABC Commercial have created a great opportunity for us to meet new families, and to continue delivering meaningful, playful content to young audiences.”
Founding member Anthony Field, the original Blue Wiggle, echoed the sentiment. “We’ve always believed in making learning fun, and now more kids across Asia will get to dance and sing along with us. That’s a big win.”