Financing every business venture themselves, they had to bear the consequences when their ventures did not succeed. 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. When they ventured into international markets, first to the U.S. 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". They answered to no one but themselves, with no executive board or shareholders. Field reported that many of their key products were launched "during a brief pause in an Xbox game on our tour bus". Īnthony Field's stated business philosophy, 2012Īs 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. Trust your creative and business instincts and maintain control of your destiny".
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. Fatt did their bookkeeping on an old computer the first five to six years of the group's existence. They served as their own roadies and travelled in Fatt's van, which he drove, towing a trailer with borrowed equipment. As Fatt reported, "it was very much a cottage industry". The wife of founding member Murray Cook made their first costumes. 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. We weren't put together in some sort of Hollywood studio executive's office". As Field reported, ".Our venture developed organically. 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. They chose to remain as independent and self-contained as possible. Field, along with bandmate Jeff Fatt and Field's brothers Paul and John, were in the pop band The Cockroaches in the 1980s as Field reported, The Wiggles adopted many of The Cockroaches' business practices. Other ventures of The Wiggles Pty Ltd included franchising their concept to South America, Taiwan, and other countries, opening "Wiggles World" sections in theme parks, and online offerings.ĭespite Anthony Field'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 were protective of, their brand. In 2012, due to the effects of the worldwide recession, they cut back on much of their international expansions.
THE WIGGLES SPIN MASTER TV
In 2009, they partnered with the digital cable channel Sprout to broadcast their TV shows. 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".
They faced difficulty in producing a television show with the Australian Broadcasting Corporation, so they created thirteen episodes of a self-produced television series.
The Wiggles formally consolidated their business in 2005, and consistently appeared in Business Review Weekly's yearly list of Australia's richest entertainers. 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. 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. 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.
THE WIGGLES SPIN MASTER FULL
They remained as independent as possible, and retained full creative control and ownership of every aspect of their business. The group was protective of their brand, and adopted many of the same business practices as The Cockroaches, the former band of Anthony Field and Jeff Fatt, two of their founding members. The Wiggles Pty Ltd is the business created by the founders of the Australian children's music group The Wiggles. Left to right: Greg Page, Jeff Fatt, Murray Cook, and Anthony Field
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