For over three decades, The Wiggles have been a cornerstone of childhood for generations, and now the iconic Australian children’s entertainment group is embarking on a new chapter. The Wiggles have entered into a global strategic agreement with Universal Music Group (UMG), poised to expand their reach to families worldwide. This partnership marks a significant evolution for the group, leveraging UMG’s extensive network to amplify their music and content on a global scale.
The collaboration will see Universal Music Australia leading the charge in expanding The Wiggles’ international presence, utilizing UMG’s robust infrastructure for streaming, digital and physical distribution, promotion, and marketing. In the United States, releases will be handled by Republic Records: Kids & Family, a division known for its dedication to family-friendly entertainment. This move signals a renewed focus on the U.S. Market, a territory where The Wiggles first gained significant traction in the early 2000s.
“The Wiggles have built an extraordinary creative legacy in children’s entertainment. We see strong potential to continue growing The Wiggles brand globally, while staying true to what has similarly made them so beloved for more than 35 years,” stated Andrew Kronfeld, Executive Vice President, International and Label and Artist Ventures, Universal Music Group. The group, formed in 1991, boasts an impressive track record, having generated over 30 million album and DVD sales, 4 billion global music streams, and 6 billion YouTube views.
A Legacy of Entertainment and Education
The Wiggles’ enduring appeal stems from their commitment to creating fun, educational, and enriching content for children and families. Bree Bowles, Republic Records: Kids & Family Senior Vice President, emphasized this point, stating, “The Wiggles are a true cultural phenomenon and one of Australia’s most iconic and enduring success stories. Their music has soundtracked childhoods for generations and continues to resonate across audiences worldwide. We’re proud to be shaping the next chapter of their international journey as a trusted and much-loved Australian group.”
The group’s initial breakthrough in the U.S. Occurred in the early 2000s, fueled by television broadcasts, home video releases, and extensive touring. Their popularity culminated in a remarkable 12 consecutive sold-out shows at Madison Square Garden in New York City in 2003, a testament to their widespread appeal. That same year, New York City officially declared November 1st “Wiggles Day,” further solidifying their place in American pop culture.
Expanding the Wiggles Universe
Anthony Field, The Wiggles’ Founder and original Blue Wiggle, expressed his enthusiasm for the partnership, stating, “What makes this new partnership so special is the opportunity to seize everything we do — music, storytelling, live performance — and amplify it on a truly global scale. Universal Music understands both the legacy and the future of The Wiggles, and together we’re looking forward to reaching families everywhere across America and around the world in new and meaningful ways.”
This collaboration builds upon The Wiggles’ long-standing relationship with ABC Music, which served as their record label since their inception in 1991. During their time with ABC Music, The Wiggles earned an impressive 18 ARIA Awards and were inducted into the ARIA Hall of Fame, recognizing their significant contribution to Australian music.
Currently, The Wiggles perform as an eight-member ensemble, continually producing new music and content while expanding their live entertainment footprint. They are currently preparing for a global tour, with performances scheduled across the U.K., U.S., and Canada from March through August. Fans can find more information about tour dates and the group’s activities at thewiggles.com.
The Wiggles’ continued success demonstrates the enduring power of quality children’s entertainment. With Universal Music Group’s support, the group is well-positioned to reach even wider audiences and continue inspiring young minds for years to come. The partnership promises a vibrant future for The Wiggles, blending their established legacy with innovative approaches to music and content creation.
What does this new partnership mean for the future of children’s entertainment? Share your thoughts in the comments below, and be sure to share this article with fellow Wiggles fans!