Australian-owned child car restraint manufacturer Infasecure has upped the ante on competitors by recently adding retail rights to its partnership agreement with world-famous children’s band The Wiggles.
In doing so, Infasecure secured a premier position in Big W’s Baby Week catalogue with a new line of Wiggles-coloured child car seats (pictured above).
Infasecure significantly increased its investment with The Wiggles after only two years into a three-year agreement.
The new deal, which now runs to 2021, also includes presenting partner rights to The Wiggles Australian live shows, which play to over 250,000 people every year.
Tom Hubbard, marketing manager at Infasecure, said: “Doubling down on our Wiggles partnership was a no-brainer. The consumer engagement developed through Wiggles IP and activations, in both quality and quantity, has surpassed anything we have done before.
“It is an incredibly powerful channel to the young family market.”
Paul Field, managing director of The Wiggles International, said: “The new product and campaign execution for Big W was a perfect reflection of our partnership with Infasecure: colourful, innovative, informative and entertaining.
“Young families are excited about what we do together and it is showing in their engagement with us.”