Emma Watkins on making every child feel seen, celebrated and ready to dance
“Sometimes the most magical creative moments happen when we step back and let them show us their world.”
Australian entertainer Emma Watkins, beloved by families as Emma Memma, has a mission: to make every child feel included. Through movement, dance, Auslan (Australian Sign Language), visual storytelling and creativity, Emma creates vibrant spaces where every child can join in, no matter their background or abilities.
Now, she’s bringing that magic into homes across Australia with the launch of the very first Australian Tonie, the Emma Memma Tonie.
Emma, what do you love most about getting out there and performing live for kids?
Thank you so much! What I love most is seeing children light up the moment the music starts. They’re so free and conversational during the shows – they start chats, make song requests, and I love that interactive, dialogic energy that makes every performance unique.
With such a busy schedule, how do you juggle touring, recording, and all your other creative projects?
It’s definitely a juggle, but I’m very fortunate to have a wonderful team and family around me. I try to be as present as possible for the priority of the day – if I’m on tour, I’m absolutely all in for the children and the families at the shows. If I’m recording, that becomes my creative playground. But overall, each piece informs the other and so I love borrowing moments we learn from the live show into our recording process for example.
Toniebox 2 lets kids dive into their favourite stories and songs. What can you tell us about your very own Emma Memma Tonie?
Mostly… I’m just so excited! What an absolute joy to have our very own Emma Memma Tonie to share with families everywhere. It will feature some of the favourite songs from our live shows, plus a brand-new, exclusive track, Dance with Me BB! We’ve had so much feedback about how much children love our beautiful friend BB Butterfly, so it felt perfect to include her very own dancing song. I can’t wait for families to bring an Emma Memma dance party into their living rooms with the Toniebox!
How do you think audio-based play, like with the Toniebox, works alongside the movement, dance, and creativity you bring to your live shows?
When children engage with music, they use their imagination to create pictures in their mind. Pairing that with movement – clapping, stomping or twirling, gives them the freedom to interpret stories and songs in their own way. It’s about sparking creativity in every sense, whether on stage, at home, or even in the car.
Dance, music, sign language, craft, and storytelling all feature in your work, how do you weave all those elements together to really capture kids’ attention?
A story might begin with a song, then turn into a dance, then flow into signing or a craft activity. By blending these elements, there’s always something for every child, whether they love to move, listen, watch, or create. It’s about keeping the experience dynamic and inclusive. With all our Emma Memma content, we try to give children as many options to engage as possible.
Parents are always asking how to keep kids active, creative, and screen-free. What are your top tips?
I’m not a parent myself, but from everything I’ve experienced watching families at the shows for the last 15 years, and playing with my nephews, it’s about keeping the fun. Play certainly doesn’t need to be perfect or planned. And when the grown-ups join in, the children feel encouraged, and it becomes a shared moment rather than an activity for the child.
When kids experience your music, dance, and storytelling, how do you hope it makes them feel or helps them grow?
I hope they feel joyful, confident, and included. My goal is always to create spaces where every child can join in, no matter their background or abilities. When children feel recognised and celebrated for the effort they put in (not necessarily about doing things correctly), it builds their confidence to try new things, make friends, and express themselves in their own unique way.
And finally, if you could leave parents with just one golden nugget of advice for nurturing creativity in their kids, what would it be?
Let kids lead the way. Sometimes the most magical creative moments happen when we step back and let them show us their world. Give them the space to explore – creativity is about curiosity, expression, and joy.
The first Australian Tonie: Emma Memma joins the Toniebox family
The new Emma Memma Tonie invites children into a world of movement, imagination, friendship and creativity. Featuring 38 of her most popular songs, it encourages confidence, coordination and self-expression through music and play.
The Emma Memma Tonie is available from November 5 at all good retailers and at Tonies. It will work with both the Toniebox and the new Toniebox 2.
