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Yummy Yummy: Top 7 Business Lessons from the Wiggles
At Macquarie University in the early 1990s, three Australian early childhood education students Murray Cook, Greg Page and Anthony Field decided to don brightly colored red, yellow and blue (respectively) outfits to look like the original A uniform from the “Star Trek” series. It wasn’t long before they convinced Anthony Field’s bandmate Jeff Fate in Roaches to don a purple shirt and start performing entertainment at the birthday party, where they sang and sang about fruit salad and wallabies.
If you’re a parent of young kids, you probably know this Australian quartet as The Wiggles, ‘N Sync from The Beatles, the Monkees, or kid groups. They are Australia’s highest-paid entertainers, ahead of Russell Crowe, Colin Farrell and Nicole Kidman.
When you watch their DVDs and videos (at least 200 views each) and their four-times-a-day TV show on Playhouse Disney, you know right away that these guys are definitely not made by Americans. Gone are Mister Rogers, Mr. Dress-Up and Bozo the Clown, and neither are the grown-up modern American males in ludicrous costumes entertaining children with songs like “Fruit Salad, Delicious!”
their loss. With $14 million in annual revenue, Wiggles is the latest kids’ sensation What they can teach us about success and finding our passion in life will inspire corporate America Play guitar and dance with Wiggles’ friend Wags the Dog, Henry the Octopus, Friendly Dorothy the dinosaur and friendly pirate Captain Feathershaw, who acts with a hilarious, bluffing bravado that would make Johnny Depp want to slit his own pirate throat.
1. Do what is good for the audience, not preach.
Wiggles will not resort to special after school messages. Do you want to know the value of healthy eating? Let’s have some fruit salad! exercise? Let’s get up and “Romp Bomp a Stomp” or dance and play with Dorothy! Let’s dance the Pirates with Captain Featherblade and chase the Swing Band in their big red car. These songs accomplish what song, dance, and drama were originally designed for: to impart knowledge. They do it in a fun, smart, colorful, and compelling way. The three Wiggles (Murray, Jeff and Greg) with ECE degrees and their own children know that children don’t need to be spoon-fed to understand what’s good for them. Jeff…well, sleepy Jeff showed everyone the value of a good night’s sleep.
2. Find a way to get everyone involved and you will reap the rewards.
Jeff, who doesn’t have an ECE degree, is shy about working with kids, according to an article by Knight-Ridder, “If You Have Small Children, Be Prepared to Rock” by Rod Harmon. Greg, Anthony, and Murray devise Jeff’s constant sleep and gags that have children participating in videos and TV shows yell “Wake up, Jeff!” This has become so popular that there’s actually a Wiggles video, “Wake up, Jeff!” From the first Wiggles video to the current one, you can see Jeff spending more and more time with the kids , singing, dancing and playing, although he is quieter than the other three. Kids are always attracted to people who are slightly different, and even when dancing with a big green dinosaur reciting poetry and a dancing purple octopus, Jeff stands out. The other three Wiggles seem to encourage his uniqueness. Judging by all the videos, CDs, and Jeff dolls they sell, it works! When the Wiggles duo toured the US, Jeff would be surrounded by kids who were too young to be crazy about Justin Timberlake.
3) Stay active and stay connected.
The Wiggles can spend the rest of their lives producing DVDs, TV shows and albums for their devoted fans. But they’re all used to interacting. Murray, Greg and Anthony want to be teachers. Jeff and Anthony played to the crowd as members of The Roach. They include real life kids in their videos, including members of their own family (as you can see in the credits of their videos and DVDs), and talk to them. In a scene in “Hoop Dee Doo! It’s a Wiggly Party,” a Wiggles is talking to several children making emu skirts. Undoubtedly, Wiggles live shows are no different, including Asian versions that feature local native speakers as Wiggles clones (“The Wide World of Wiggles,” Feb. 6, Newsweek Network Exclusive). Even Dorothy had her own dance circuit. Whether you’re sending a giant green dinosaur in a floppy white hat or showing up in person, never underestimate the value of reach and engagement. It’s also fun to run and jump with the little ones (no wonder Anthony, who eats all the time, has been skinny!)
4) Don’t go with the flow, don’t go with the flow.
Most of the US non-Disney non-Nick small non-PBS kids shows seem to be designed as 22-minute commercials for action figures or dolls and ways to keep kids passively entertained. Conventional wisdom is this: Without a jerk of action, kids get bored and there’s no way to make money doing things that are good for them. Wiggles has proven this wrong. The kids dance and sing with Jeff, Murray, Greg, Anthony and friends instead of sitting around eating sugary treats blah blah blah, then nonchalantly watching some weird green monster get electrocuted and then in the next episode appearing again. As diabetes and obesity take hold among American children, Wiggles’ approach has not only been positive, but continues to bring success to the colorful foursome.
Wiggles himself doubts that there will be an audience to help children learn through music and dance. A booking agent told them there was no money, but they stood their ground and are wildly popular in Australia. The US followed suit, and the Wiggles are now a hit at Playhouse Disney with a sold-out tour – they even had to add second and third shows in a number of cities.
5) It’s not hard to get international or multicultural.
Wiggles does not require multicultural sensitivity training courses. After all, you don’t have a diversity problem when your friends are dogs who sing, dinosaurs who eat roses, and octopuses with underwater bands. They often include Australian, Irish, Spanish and other songs in their performances. The franchise is expanding into Asia. If you think this TV show sounds unlikely to make a big splash in Japan, you’ve never seen Pokémon or the anime, and you’ve never seen the classic Ultraman.
6) Stay true to your roots.
Murray, Jeff, Greg and Anthony are undoubtedly Australian (again, four Americans don’t do what they do), although Dorothy sounds more British. Songs like “Willaby Wallaby Woo” speak of their humble heritage, and you don’t see them suddenly moving into a Malibu mansion and pretending they’re rich Hollywood dudes with no family or kids.
7) Your home life only enhances your work and your passions.
Three of the Wiggles got married and Jeff was apparently too sleepy to settle down, even though he was voted Australia’s most eligible bachelor before Anthony got married. These couples have built their careers around their children, and as mentioned in point 3, they often include their families in videos. Eat fruit salad together and stay together as a playful family. If you bring joy to millions of kids, it’s sure to have a lasting positive impact on your family.
Does it all inspire you to Wiggle, get up and dance? If you have kids, you probably will. But let it inspire you to follow your passions at work, at home, and in life. Learn from four career advisors, Greg, Murray, Jeff and Anthony. Hey, have some fruit salad. You need your health, man.
Visit Wiggles online at http://www.thewiggles.com.
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