' approach to expanding their brand in
non-Australian/United States Markets. Paul Field, the Wiggles
general manager, says that the success of the Wiggles
internationally was because they had no formal export plan.
their name, song, and skits
to local performers has been the their model for international
As part of their expansion plan, the group is more concerned with
possible member's ability to relate with children than with
creating a mirror of the originals. This has resulted in groups
with women and teenagers. The Wiggles have contracted with Disney
to help manage their international expansion.
Murray Cook, the Red Wiggle, said, "It is really surreal, but
exciting for us to know it translates into other cultures, and
other languages." Greg Page, the original Yellow Wiggle, said that
he got really emotional the first time he saw an international
group performing their songs/acts in a local language. "Wow, I'm
part of something which is being adopted and adapted in another
part of the world.".
The first international group licensed by the Wiggles was a group
in Taiwan. This group includes Anni Hsu (red), Carlos Chang
(yellow), Danny Shao (purple) and Arthur Chen (blue). Anni is the
first female lead for the Wiggles. "When we first saw them dressed
in all the clothes and stuff, it did feel a bit weird," said Greg
Page. "Especially because [in the new group] I'm a girl, and she's
about half my height! But I think it's great." Cultural tensions
between Taiwan and Mainland China have prevented this group from
performing on the mainland leading the Wiggles to desire another
team on the mainland.
Wiggles Latin America
The second international group was licensed to operate in Latin
America. The group includes Francisco Madrid (red), Fernando Moguel
(yellow), Zoe Velez (blue), and Katty Villafuerte (purple). The
Latin America group compromises 2 women and a fifteen year old boy.
the Wiggles Latin America come from Chile, Venezuela, and Mexico.
In December 2006, it was announced that the Wiggles would create a
singing quartet modeled after
themselves. Negotiations are underway with a Chennai television
station and Wiggles' operations manager, Paul Field, indicated the
group is excited about the opportunity to enter Kollywood
. The Wiggles are also hoping to
establish a Hindi
version in India.
Wiggles around the world
For years the Wiggles have wanted to start a group in Japan, but
these endeavors have not born fruit. The group is also interested
in establishing franchises in Germany and Italy. The group would
also like to start a franchise in England. While the initial
objective may have been to establish groups in non-English speaking
countries, the Wiggles are too busy touring the U.S. and Australia
to develop their presence in England.