The Wiggles Pty Ltd
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The Wiggles Pty Ltd is the business created by the founders of the Australian children's music group
The Wiggles The Wiggles are an Australian children's music group formed in Sydney in 1991. The group are currently composed of Anthony Field, Lachlan Gillespie, Simon Pryce and Tsehay Hawkins, as well as supporting members Evie Ferris, John Pearce, Ca ...
. The group was protective of their brand, and adopted many of the same business practices as
The Cockroaches The Cockroaches were an Australian pub rock band active throughout the 1980s. The band was founded in 1979 by the Field brothers—Paul (lead vocals), John (rhythm guitar, vocals), and Anthony (lead guitar, vocals)—and Tony Henry on drums ...
, the former band of
Anthony Field Anthony Donald Joseph Field, AM (born 8 May 1963) is an Australian musician, actor, songwriter and producer. He is best known as a leader of the children's group the Wiggles and a member of the 1980s and 1990s pop band the Cockroaches. While s ...
and
Jeff Fatt Jeffrey Wayne Fatt, AM (born 21 July 1953) is an Australian musician and actor. He was a member of the children's group The Wiggles from its founding in 1991 to 2012, and was also in the 1980s and 1990s pop band The Cockroaches. He was the old ...
, two of their founding members. They remained as independent as possible, and retained full creative control and ownership of every aspect of their business. As Field stated, The Wiggles Pty Ltd was "not your regular 'corporate culture'." The group made decisions by consensus and made business decisions based upon their experience as performers and their knowledge of early childhood education. They did not tour with a large troupe of dancers, cast, and crew until the late 1990s, and had high expectations regarding the behaviour and attitude of everyone associated with the group. They made careful decisions regarding their endorsements of toys and other products, and avoided over-extending their brand by only licensing products that correlated with their image. The Wiggles formally consolidated their business in 2005, and consistently appeared in ''
Business Review Weekly ''BRW'' (formerly ''Business Review Weekly'') was an Australian business magazine published by the Fairfax Media group. The magazine was headquartered in Melbourne. It regularly compiled lists which rank corporations and individuals according to ...
's'' yearly list of Australia's richest entertainers. They faced difficulty in producing a television show with the
Australian Broadcasting Corporation The Australian Broadcasting Corporation (ABC) is the national broadcaster of Australia. It is principally funded by direct grants from the Australian Government and is administered by a government-appointed board. The ABC is a publicly-own ...
, so they created thirteen episodes of a self-produced television series. By 2002, they began airing their TV programs exclusively with the ABC and became "the most successful property that the ABC has represented in the pre-school genre". In 2009, they partnered with the digital cable channel Sprout to broadcast their TV shows. In 2012, due to the effects of the worldwide recession, they cut back on much of their international expansions. Other ventures of The Wiggles Pty Ltd included franchising their concept to South America,
Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia, at the junction of the East and South China Seas in the northwestern Pacific Ocean, with the People's Republic of China (PRC) to the northwest, Japan to the nort ...
, and other countries, opening "Wiggles World" sections in theme parks, and online offerings.


Business philosophy

Despite
Anthony Field Anthony Donald Joseph Field, AM (born 8 May 1963) is an Australian musician, actor, songwriter and producer. He is best known as a leader of the children's group the Wiggles and a member of the 1980s and 1990s pop band the Cockroaches. While s ...
's expressed dislike of the term "branding", preferring to refer to it as "preserving the good name of The Wiggles", the group has stressed the importance of, and are very protective of, their brand. Field, along with bandmate
Jeff Fatt Jeffrey Wayne Fatt, AM (born 21 July 1953) is an Australian musician and actor. He was a member of the children's group The Wiggles from its founding in 1991 to 2012, and was also in the 1980s and 1990s pop band The Cockroaches. He was the old ...
and Field's brothers
Paul Paul may refer to: *Paul (given name), a given name (includes a list of people with that name) *Paul (surname), a list of people People Christianity *Paul the Apostle (AD c.5–c.64/65), also known as Saul of Tarsus or Saint Paul, early Chris ...
and
John John is a common English name and surname: * John (given name) * John (surname) John may also refer to: New Testament Works * Gospel of John, a title often shortened to John * First Epistle of John, often shortened to 1 John * Second ...
, were in the pop band
The Cockroaches The Cockroaches were an Australian pub rock band active throughout the 1980s. The band was founded in 1979 by the Field brothers—Paul (lead vocals), John (rhythm guitar, vocals), and Anthony (lead guitar, vocals)—and Tony Henry on drums ...
in the 1980s; as Field reported, The Wiggles adopted many of The Cockroaches' business practices. They chose to remain as independent and self-contained as possible. The four original members retained ownership and creative control over every aspect of their business, and used outside companies to assist them as their business and popularity grew. As Field reported, "...Our venture developed organically. We weren't put together in some sort of Hollywood studio executive's office". They used Field's family members and friends in the early years: former Cockroaches such as Field's brothers and Cockroach drummer Tony Henry (Wiggles character Henry the Octopus was named after him) for musical support; Field's nieces and nephews to perform in their inexpensive videos; their girlfriends to perform as their costumed characters. The wife of founding member
Murray Cook Murray James Cook, AM (born 30 June 1960) is an Australian musician, actor, and Disc jockey. Cook was one of the founding members of the children's band the Wiggles from 1991 to 2012. Cook provided guitar, vocals, and songwriting in the group ...
made their first costumes. As Fatt reported, "it was very much a
cottage industry The putting-out system is a means of subcontracting work. Historically, it was also known as the workshop system and the domestic system. In putting-out, work is contracted by a central agent to subcontractors who complete the project via remote ...
". They served as their own
roadies Roadie refers to support personnel who travel with a band on tour. Roadie or roadies may also refer to: * ''Roadie'' (1980 film), a 1980 film starring Meat Loaf * ''Roadie'' (2011 film), a 2011 American comedy film * ''Roadies'' (TV series), an A ...
and travelled in Fatt's van, which he drove, towing a trailer with borrowed equipment. Fatt did their bookkeeping on an old computer the first five to six years of the group's existence. They did their own merchandising, which consisted of selling albums, toys, and t-shirts out of a suitcase set up on the back of a trailer.
Trust your creative and business instincts and maintain control of your destiny".

Anthony Field's stated business philosophy, 2012

As Field reported, The Wiggles Pty Ltd was "not your regular 'corporate culture'." The four original members made decisions by consensus and would spend more time on creative decisions than on business ones. Field reported that many of their key products were launched "during a brief pause in an
Xbox Xbox is a video gaming brand created and owned by Microsoft. The brand consists of five video game consoles, as well as applications (games), streaming services, an online service by the name of Xbox network, and the development arm by the na ...
game on our tour bus". They answered to no one but themselves, with no executive board or shareholders. As Field stated, they made business decisions based upon their experience as performers and their knowledge of early childhood education, "rather than elaborate, long-term business and strategic plans". When they ventured into international markets, first to the U.S. and the UK in 1998, they chose to follow the same practices that were successful in Australia by keeping their stage show simple: inexpensive props and effects, and the four original members, along with their characters, singing and dancing for their audiences. Financing every business venture themselves, they had to bear the consequences when their ventures did not succeed. The Wiggles became formally consolidated in 2005. The group's board of directors consisted of the original three members, Paul Field, who has been general manager of operations since the group was formed and their manager since the mid-1990s, and Mike Conway, who had worked for
Ernst & Young Ernst & Young Global Limited, trade name EY, is a multinational professional services partnership headquartered in London, England. EY is one of the largest professional services networks in the world. Along with Deloitte, KPMG and Pricewaterh ...
in England and was their general manager responsible for their expansion into international markets from 2001 to 2012. In 2012, The Wiggles cut back much of their international expansion after, like many businesses, experiencing a decrease in their profits after the worldwide recession a few years earlier. Paul Field reported that they would "refocus on what we do best", which included their live shows, CDs, DVDs, and television productions. The group has always had a strict code of conduct based on
zero tolerance A zero tolerance policy is one which imposes a punishment for every infraction of a stated rule.zero tolerance, n.' (under ''zero, n.''). The Oxford English Dictionary, 2nd Ed. 1989. Retrieved 10 November 2009. Italy, Japan, Singapore China, Indi ...
of drug use, drinking, smoking, or bad language by any employee of their organisation. They did not tour with a large troupe of dancers and cast members until the late 1990s, but as Field reported, "We've been lucky with our cast, our turnover is pretty minimal—we've always had great loyalty from, and talent among, the professionals". By 2005, they travelled using two 16-metre (52 ft) trucks, three tour buses, a cast of 13 dancers (called "the Wiggly dancers"), and 10 permanent crew members. According to Field, they required that the cast and crew of all their productions have a positive and respectful relationship with their audience, both on stage and off.


Merchandising

The Wiggles recognised that toys were a necessary part of a child's normal development, especially his or her motor and language skills, so they trod the "fine line between maintaining and promoting early childhood values and operating in the commercial arena", and as Field put it, "proceeded cautiously". At first, Cook reviewed every merchandising proposal they received, but turned it over to other companies such as the Toronto-based toy company
Spin Master Spin Master is a Canadian multinational toy and entertainment company that markets consumer products for children. Its brands include '' Bakugan'', Gund, Etch A Sketch, Meccano/ Erector, Air Hogs, ''PAW Patrol'', Aquadoodle, Tech Deck, Hatch ...
in later years, although Field reported that they continued to "sign off on things". The group avoided over-extending their brand by only licensing products that correlated with their image, like endorsing healthy foods, and by remaining within the preschool and family markets. The group was named Australia's richest entertainers by ''
Business Review Weekly ''BRW'' (formerly ''Business Review Weekly'') was an Australian business magazine published by the Fairfax Media group. The magazine was headquartered in Melbourne. It regularly compiled lists which rank corporations and individuals according to ...
'' (BRW) for four years in a row (2004–2008) They earned A$45 million in 2009, when they were third on BRW's annual list. In 2011, the worldwide recession hit The Wiggles, as it had many Australian entertainers; they earned $28 million and had a 28% decrease in profits, but they still appeared second on the BRW's list that year. According to BRW, the group restructured The Wiggles Pty Ltd in 2011 when they downsized staff and re-focused on the more profitable aspects of the business, including their music, TV, and DVD ventures. Conway reported that 2011 was "the toughest year I have experienced economically, at heWiggles or anywhere". They showed
negative equity Negative equity is a deficit of owner's equity, occurring when the value of an asset used to secure a loan is less than the outstanding balance on the loan. In the United States, assets (particularly real estate, whose loans are mortgages) with ne ...
by the end of the year, and in their first loss of profits in over ten years, resulted in a 28 percent decrease in income from the previous year. Conway blamed the poor economy, the group's decrease in their U.S. tour from twelve weeks to five, difficulties in stocking DVDs at
Walmart Walmart Inc. (; formerly Wal-Mart Stores, Inc.) is an American multinational retail corporation that operates a chain of hypermarkets (also called supercenters), discount department stores, and grocery stores from the United States, headquarter ...
, and the cost of changing to a new digital format. By 2012, founding members Anthony Field, Cook, and Fatt retained 30% ownership of their brand, and Paul Field and Conway each owned 5%. Page received a payout of about $20 million when he left the group and the business in 2006. Also in 2012, The Wiggles appeared second on BRW's list, earning $17.167 million, despite negative press they received after Page returned and replaced Moran. In early 2013, Fatt, Cook, and Page retired from the group for medical and personal reasons. They were replaced by former back-up singers
Lachlan Gillespie Lachlan Gillespie (born 23 October 1985) is an Australian singer, musician, and actor. He is a member of the Wiggles and wears the purple skivvy. Early life Gillespie began playing the piano at the age of four, and started formal singing traini ...
,
Simon Pryce Simon James Pryce (born 7 March 1972) is an Australian singer and actor. He is best known for his work as the Red Wiggle of The Wiggles since 2013, and also for the children's show ''The Kingdom of Paramithi''. Career Pryce, whose grandparents ...
, and
Emma Watkins Emma Olivia Watkins (born 21 September 1989) is an Australian singer, actress, and dancer, best known as a former member of the children's group the Wiggles. She debuted her own children's entertainment character, Emma Memma, in 2022; an accomp ...
, so that the group could continue to develop and preserve their brand. Although they insisted that they chose Watkins, the group's first female member, because she was the most qualified for the job, they admitted that it was "a strategy for marketing the Wiggles into the next generation".


Television and DVD production

In the early years of the group's existence, it seemed "logical" to develop a television program that both entertained and conveyed sound and developmentally appropriate values. At the time, according to Field, Australian children's TV "was an extremely staid and cautious genre", so it was difficult for them to break into it. They filmed a television pilot for the
Australian Broadcasting Corporation The Australian Broadcasting Corporation (ABC) is the national broadcaster of Australia. It is principally funded by direct grants from the Australian Government and is administered by a government-appointed board. The ABC is a publicly-own ...
(ABC) because they felt a program on the network would receive the most exposure to the pre-school market, but as ''
The Sydney Morning Herald ''The Sydney Morning Herald'' (''SMH'') is a daily compact newspaper published in Sydney, New South Wales, Australia, and owned by Nine. Founded in 1831 as the ''Sydney Herald'', the ''Herald'' is the oldest continuously published newspaper ...
'' (SMH) reported in 2002, "the project never got off the ground due to irreconcilable artistic differences". Also according to the SMH, the ABC told them that they could not communicate with children, and that the members of the group should "not speak, just sing". The ABC insisted that instead of what the SMH called their "trademark colourful skivvies and black trousers", they wear shorts and caps. The Wiggles responded to this criticism by creating thirteen episodes of a self-produced television series, ''The Wiggles'', which they funded from their tours and video sales. In this series, and in most of their early series, they cut costs by using two cameras and visually checked the performance of each song; that way, according to Paul Field, it took them less time to complete a forty-minute video than it took other production companies to complete a three-minute music video. They sold the program to Australia's Channel Seven, and then moved it to the ABC in 1998 and to the
Disney Channel Disney Channel, sometimes known as simply Disney, is an American pay television channel that serves as the flagship property of Disney Branded Television, a unit of the Disney General Entertainment Content division of The Walt Disney Compan ...
in 1999. Paul Field reported that in the early 2000s, a meeting at a New York
licensing A license (or licence) is an official permission or permit to do, use, or own something (as well as the document of that permission or permit). A license is granted by a party (licensor) to another party (licensee) as an element of an agreeme ...
fair with Grahame Grassby, the ABC's acting director of enterprises, led to the ABC's "enthusiastic" agreement to produce The Wiggles' TV shows. Beginning in 2002, The Wiggles filmed four seasons worth of shows exclusively with the ABC: ''Lights, Camera, Action, Wiggles'' aired on the
ABC ABC are the first three letters of the Latin script known as the alphabet. ABC or abc may also refer to: Arts, entertainment, and media Broadcasting * American Broadcasting Company, a commercial U.S. TV broadcaster ** Disney–ABC Television ...
in 2003, ''The Wiggles Show'' in 2005 and 2006, and '' Wiggle and Learn'' in 2008. The network called them "the most successful property that the ABC has represented in the pre-school genre". In 2006, The Wiggles opened their own recording and film studios in Sydney, called "Hot Potato Studios". They were the first pre-school production company in Australia to shoot their videos and TV programs in high-definition. In 2009, as Cook put it, "to try somewhere else, and to freshen up our brand a bit", The Wiggles ended their long relationship with the Disney Channel in the U.S. when they entered into a five-year-long partnership with the digital cable channel Sprout. They also aired previous episodes of their show on the channel, created and hosted a three-hour block of programming that aired in the mornings, and created online and on-demand content. Sprout called the partnership "Our biggest acquisition... that Sprout has ever done". Cook stated that the move was not "acrimonious", and although the group owed much of their early success to Disney, that it "was just business". The first decade of the 21st century ended with The Wiggles expanding their brand by creating new shows, including ''The Dorothy the Dinosaur Show'' and ''Baby Antonio's Circus'' in 2009, a three-minute show that featured Field's oldest son and
acrobatics Acrobatics () is the performance of human feats of balance, agility, and motor coordination. Acrobatic skills are used in performing arts, sporting events, and martial arts. Extensive use of acrobatic skills are most often performed in acro ...
.


Other ventures

In 2005, as a "relatively short-lived" experiment, the group franchised its concept to other countries. They started in
Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia, at the junction of the East and South China Seas in the northwestern Pacific Ocean, with the People's Republic of China (PRC) to the northwest, Japan to the nort ...
, because as Cook stated, they thought the country "was a small enough place, in case it didn't work out". The Taiwanese group was successful, so they branched out to Latin America, casting Spanish-speaking Australians. The Wiggles ceased to pursue additional franchising when they learned that viewers in other countries preferred the original versions of their songs and programs because they helped children learn English, and according to Cook, when it became too hard for them to control, and when it "did not prove lucrative". By 2012, they found that it was easier to simply dub their programs into other languages. Also in 2005, Australia's largest theme park, Dreamworld in
Queensland ) , nickname = Sunshine State , image_map = Queensland in Australia.svg , map_caption = Location of Queensland in Australia , subdivision_type = Country , subdivision_name = Australia , established_title = Before federation , established_ ...
, opened a " Wiggles World" section, which included a Big Red Car ride and a full set for production purposes. The band received licensing rights and sign-off rights for every aspect of the section's operation. Staff at Dreamworld had to take a "Wiggles boot camp", to ensure they followed The Wiggles' code of conduct when dealing with children and their families. Driven by the Dreamworld success,
Six Flags Six Flags Entertainment Corporation is an American amusement park corporation, headquartered in Arlington, Texas. It has properties in Canada, Mexico, and the United States. Six Flags owns the most theme parks and waterparks combined of any amu ...
opened its first "Wiggles World" section at their largest theme park at
Jackson, New Jersey Jackson Township is a township in Ocean County, New Jersey, United States. As of the 2020 United States census, the township population was 58,544. A portion of the township is located within the New Jersey Pine Barrens. Roughly equidistant be ...
, in April 2007, and planned to open 20 more at its parks across the U.S. in the next decade. The sections emphasised family involvement; they offered joint rides on which parents and children could equally participate. In 2008, Six Flags announced their intentions to open parks with Wiggles World sections in
Dubai Dubai (, ; ar, دبي, translit=Dubayy, , ) is the most populous city in the United Arab Emirates (UAE) and the capital of the Emirate of Dubai, the most populated of the 7 emirates of the United Arab Emirates.The Government and Politics of ...
and across the
Arab world The Arab world ( ar, اَلْعَالَمُ الْعَرَبِيُّ '), formally the Arab homeland ( '), also known as the Arab nation ( '), the Arabsphere, or the Arab states, refers to a vast group of countries, mainly located in Western A ...
. In 2010, after emerging from bankruptcy protection, Six Flags ended their licensing agreements with The Wiggles and other organisations, and changed the themes of their rides and park areas. In 2005, The Wiggles opened their first play centre in Sydney, and by 2006 had built other play centres throughout Sydney and in the U.S. For a small price, parents were able to take their children to the centres for unlimited educational and play time, as well as themed party rooms for private birthday parties. The play centres also held a gift shop with Wiggles merchandise and a café that served food featured in many of their songs. Three centres in Texas and Sydney were closed as part of their financial restructuring in 2012. In 2008, the group began to sell downloads of Wiggles
ringtones A ringtone, ring tone or ring is the sound made by a telephone to indicate an incoming call. Originally referring to and made by the electromechanical striking of bells, the term now refers to any sound on any device alerting of a new incoming ...
and songs, and
streaming video Video on demand (VOD) is a media distribution system that allows users to access videos without a traditional video playback device and the constraints of a typical static broadcasting schedule. In the 20th century, broadcasting in the form of o ...
on an on-demand website. On 24 April 2009, the group launched WiggleTime.com, a virtual world website for toddlers and their parents with online games and content, much of which required a pay subscription for premium content. As part of the launch, the company moved the previously free fan club and
message board An Internet forum, or message board, is an online discussion site where people can hold conversations in the form of posted messages. They differ from chat rooms in that messages are often longer than one line of text, and are at least temporar ...
into the subscribed content, but after fan complaints, the free board was reinstated. In 2012, as part of their cost-cutting measures, The Wiggles closed the subscription portion of their site.


Footnotes


References


Works cited

*


External links

* {{DEFAULTSORT:Wiggles, The The Wiggles Musical groups established in 1991 1991 establishments in Australia