The Wiggles
THE WIGGLES
HEAD OFFICE
Baulkham Hills, New South Wales
INTERVIEWEE
Pablo Munoz, Risk and Quality Assurance Manager
COMPANY AND INDUSTRY OVERVIEW
While still often perceived as just a music group, The Wiggles is an international business that provides family entertainment through concerts, CDs, DVDs, television, toys, play centres, theme parks and online communities. The Wiggles began their international activity by touring with the support of business partners; and today they also export merchandise, conduct foreign direct investment in the USA, and are active in NZ, the UK, the Republic of Ireland, Canada and Taiwan. The Wiggles have made plans to enter South America, and are considering additional markets in Asia. For this born global firm, foreign expansion – notably into the USA – was part of a conscious strategy to sustain the business. Indeed, 75 to 80 per cent. of The Wiggles’ total revenue now comes from overseas markets.
ELEMENTS OF COMPETITIVE ADVANTAGE
Ignoring discouraging criticism from many in the childhood entertainment industry, The Wiggles pursued a novel business model, in which children’s entertainment was made accessible to adults. To inform their undertaking, individual Wiggles obtained tertiary qualifications in early childhood development. A decade and a half later, The Wiggles are recognised as Australia’s highest-earning entertainers. They have conquered much of the English-speaking world and are now turning their attention to markets which speak other languages. Despite emerging competition from other children’s groups such as Hi-5 and the Hooley Dooleys, The Wiggles have proved winners in developing and promoting a strong brand name on a global basis.
EVOLUTION OF THE COMPANY:
The Wiggles were formed in 1991 by two members of the Sydney rock band The Cockroaches. Initially, The Wiggles played at children’s birthday parties and shopping centres as a support act for Dorothy the Dinosaur. Yet they soon discovered that
HEAD OFFICE
Baulkham Hills, New South Wales
INTERVIEWEE
Pablo Munoz, Risk and Quality Assurance Manager
COMPANY AND INDUSTRY OVERVIEW
While still often perceived as just a music group, The Wiggles is an international business that provides family entertainment through concerts, CDs, DVDs, television, toys, play centres, theme parks and online communities. The Wiggles began their international activity by touring with the support of business partners; and today they also export merchandise, conduct foreign direct investment in the USA, and are active in NZ, the UK, the Republic of Ireland, Canada and Taiwan. The Wiggles have made plans to enter South America, and are considering additional markets in Asia. For this born global firm, foreign expansion – notably into the USA – was part of a conscious strategy to sustain the business. Indeed, 75 to 80 per cent. of The Wiggles’ total revenue now comes from overseas markets.
ELEMENTS OF COMPETITIVE ADVANTAGE
Ignoring discouraging criticism from many in the childhood entertainment industry, The Wiggles pursued a novel business model, in which children’s entertainment was made accessible to adults. To inform their undertaking, individual Wiggles obtained tertiary qualifications in early childhood development. A decade and a half later, The Wiggles are recognised as Australia’s highest-earning entertainers. They have conquered much of the English-speaking world and are now turning their attention to markets which speak other languages. Despite emerging competition from other children’s groups such as Hi-5 and the Hooley Dooleys, The Wiggles have proved winners in developing and promoting a strong brand name on a global basis.
EVOLUTION OF THE COMPANY:
The Wiggles were formed in 1991 by two members of the Sydney rock band The Cockroaches. Initially, The Wiggles played at children’s birthday parties and shopping centres as a support act for Dorothy the Dinosaur. Yet they soon discovered that