The Wiggles - Brand

Brand

Despite Field's expressed dislike of the term, preferring to refer to it as "preserving the good name of The Wiggles",the group has stressed the importance and were protective of their brand. They remained as independent as possible, and retained full creative control and ownership of every aspect of their business. As Field stated, The Wiggles Pty Ltd was "not your regular 'corporate culture'". They made decisions by consensus and made business decisions based upon their experience as performers and their knowledge of early childhood education. 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. 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.

The Wiggles became formally consolidated in 2005. The group's board of directors consisted of the original three members, Paul Field, who has been general manager of operations since the group was formed and their manager since the mid-1990s, and Mike Conway, who had worked for Ernst & Young in England and become their general manager in 2001. The group was named Australia's richest entertainers by Business Review Weekly (BRW) for four years in a row (2004–2008). They earned A$45 million in 2009, when they were third on BRW's annual list. In 2011, the worldwide recession hit The Wiggles, as it had done for many Australian entertainers; they earned $28 million, but they still appeared second on the BRW's list that year. By 2012, founding members Anthony Field, Cook, and Fatt retained 30% ownership of their brand, and Paul Field and Conway each owned 5%. It was reported that as part owner of The Wiggles, Page was given a $20 million payout when he left the group in 2006. 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.