Like the Menudo of kids’ entertainment or Doctor Who for pre-schoolers, we are now into the second incarnation of The Wiggles. Formed in Australia in 1991, they used music as their entertainment and educational hook and became a global sensation.

The founding members have now stepped back, with some of them still shareholders in the brand as well as retaining creative input, as younger performers become the public faces of the group.

In their first incarnation, TV (and then live appearances) was the key driver in building their audience internationally; but time moves on and younger audiences in 2018 have very different expectations to those first mesmerised by The Wiggles a quarter century ago.

So with changing audiences and technologies in mind, the band have collaborated with startup Weyo on a mobile app – The Wiggles: Fun Time With Faces – which uses Snapchat-style digital face masks while putting children into The Wiggles’ music videos and allowing them to sing along with their songs.

The app is available on iOS and is aimed at children aged 4+. It is free to download, but inevitably comes with in-app purchases. There is limited free content within the app as well as a free seven-day trial. Thereafter there are monthly ($1.99) or annual ($19.99) subscription packages that are very reasonable. For that, it promises access to all the content, with songs, stories, stickers and AR faces updated every month.

It is not that often we cover campaigns and apps aimed at very young children, but this is from a well-established and trusted brand in kids’ entertainment and it seems a carefully thought out offering that is perfectly attuned to what children (and their parents) want from an app, all priced affordably. While aimed at children, there are enough interesting and fun elements to the app that pop acts aimed at a slightly older audience could definitely learn from.