The Wiggles Sign Global Deal with Universal Music Group
- The Wiggles, the globally recognized children’s entertainment group, are embarking on a new chapter, signing a landmark global deal with Universal Music Group (UMG).
- Under the new arrangement, Universal Music Australia (UMA) will spearhead the expansion of The Wiggles’ reach, leveraging UMG’s extensive global network for streaming, digital and physical distribution, promotion,...
- “The Wiggles are a true cultural phenomenon and one of Australia’s most iconic and enduring success stories,” said Sean Warner, President and CEO of Universal Music Australia and...
The Wiggles, the globally recognized children’s entertainment group, are embarking on a new chapter, signing a landmark global deal with Universal Music Group (UMG). The agreement, announced on , marks a significant shift for the Australian icons, concluding a 30-year relationship with ABC Music that began in 1991.
Under the new arrangement, Universal Music Australia (UMA) will spearhead the expansion of The Wiggles’ reach, leveraging UMG’s extensive global network for streaming, digital and physical distribution, promotion, and marketing. In the United States, their recordings will be released through Republic Records: Kids & Family. This collaboration aims to introduce The Wiggles to a wider international audience through new recording projects, expanded digital content, and integrated campaigns.
“The Wiggles are a true cultural phenomenon and one of Australia’s most iconic and enduring success stories,” said Sean Warner, President and CEO of Universal Music Australia and New Zealand. “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 move comes as The Wiggles demonstrate continued relevance in the modern music landscape. Despite forming in the early 1990s, the group has amassed over 4 billion music streams and 6 billion YouTube views, and has topped Spotify’s chart of Australian artists by local streams for the past three years. Currently boasting over 1.7 million monthly listeners on Spotify, the partnership with UMG is poised to amplify their digital presence and broaden their fanbase.
Anthony Field, the blue Wiggle and founder of the group, expressed his enthusiasm for the partnership. “What makes this new partnership so special is the opportunity to take everything we do – music, storytelling, live performance – and amplify it on a truly global scale,” he stated. “Universal Music understands both the legacy and the future of The Wiggles, and together we’re looking forward to reaching families everywhere in new and meaningful ways.”
The Wiggles’ success extends beyond streaming numbers. The group has achieved 30 million album and DVD sales globally, a testament to their enduring appeal across multiple generations. This longevity is something UMG recognizes and intends to build upon.
Andrew Kronfeld, Executive Vice President, International and Label and Artist Ventures at Universal Music Group, highlighted the group’s creative legacy. “The Wiggles have built an extraordinary creative legacy in children’s entertainment,” Kronfeld said. “We see strong potential to continue growing The Wiggles brand globally, while staying true to what has also made them so beloved for more than 35 years. We’re thrilled to welcome them into the Universal Music family.”
The timing of this deal coincides with the launch of a new world tour, set to begin next month, providing a platform to showcase their music to live audiences and further solidify their global presence. The tour will likely benefit from UMG’s promotional capabilities, reaching a wider audience than previously possible.
For Universal Music Group, acquiring The Wiggles represents a strategic investment in the children’s entertainment market. The Kids & Family imprint within Republic Records is well-positioned to capitalize on the group’s established brand recognition and loyal fanbase. This move signals UMG’s commitment to expanding its portfolio of family-friendly content and diversifying its revenue streams.
The transition from ABC Music to UMG marks the end of an era for The Wiggles, but also the beginning of a potentially even more expansive one. The partnership promises to leverage UMG’s global infrastructure and expertise to introduce The Wiggles to new audiences and maintain their position as a leading force in children’s entertainment for years to come. The colourful skivvies and upbeat songs that have defined The Wiggles for over three decades are now poised for a renewed global push, backed by the industry’s largest music company.