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The Wiggles

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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 …show more content…

This means that parents and guardians are more likely to join their children at the play centre rather than drop them off and do other things. At the same time, The Wiggles have opened up two sections of Dream World, and contracted to open sections in numerous theme parks in the USA over the next five years. Previously, The Wiggles have also leveraged their brand in a sponsorship agreement with Australian apple farmers to help them sell apples. Of all the merchandise that is associated with The Wiggles, none of it is manufactured by the organisation itself. Some of it is produced in The Wiggles’ offices, but none of it is manufactured there. For instance, music is produced at The Wiggles’ headquarters, but the manufacture of products such as DVDs and CDs is licensed out in Australia to Village Roadshow. The company has approximately 30 licensees in the USA, and a similar number in Australia and New Zealand. The licensees are chosen carefully by looking to their core strengths. The licensing partner must have particular strengths in a key market to prove useful to The Wiggles. A particularly interesting partner in the operation is the Entertainment Store. This company manages the character shows for The Wiggles. They therefore look after central Wiggles’ characters such as Dorothy the Dinosaur, Wags the Dog, Captain Feathersword and Henry. This allows these characters to tour either together with The

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