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Yummy Yummy: Top 7 Business Lessons from the Wiggles
At Macquarie University in the early 1990s, Murray Cook, Greg Page and Anthony Field, three Australian early childhood education majors, decided they felt like dressing up in red, yellow and brightly colored blues (respectively) that resembled the uniforms of the original “Star Trek” series. It wasn’t long before they convinced Anthony Field’s The Cockroaches bandmate Jeff Fatt to don a purple shirt and start entertaining at birthday parties as they danced and sang to the salad. fruits and wallabies.
If you’re a parent of a small child, you probably know this Australian quartet as The Wiggles, who are the Beatles, Monkees or ‘N Sync of the children’s ensemble. They are the highest paid artists in Australia, ahead of Russell Crowe, Colin Farrell and Nicole Kidman.
You know right away when you watch their DVDs and videos (which you’ll do at least 200 times each) and their four times a day TV show on Playhouse Disney that these guys are definitely not an American creation. Mister Rogers, Mister Dressup and Bozo the Clown are gone, and no modern adult American man would dress up in fun costumes and amuse the kids with songs to “Fruit salad, yum yum!”
Their loss. The Wiggles, who earn $14 million a year, are the latest kiddie sensation, and what they can teach us about success and finding your life’s passion will inspire corporate America to play guitar and dance with it. the Wiggles’ friends Wags the Dog, Henry the Octopus, Dorothy the Friendly Dinosaur and Captain Feathersword the Friendly Pirate, who acts with a cheerful bravado that would make Johnny Depp want to slit his pirate throat.
1. Do what’s good for your audience without preaching.
The Wiggles do not use special messages after school. Want to know the value of healthy eating? Have a fruit salad! Exercise? Let’s get up and “Romp Bomp a Stomp”, or dance and play, with Dorothy! Let’s do the pirate dance with Captain Feathersword and chase after the Wiggles in their big red car. Songs do what songs, dance and theater were originally designed to do: impart knowledge. They do it in a fun, smart, colorful and eye-catching way. The three Wiggles (Murray, Jeff, and Greg) who have ECE degrees, and their own kids, know that kids can figure out what’s good for them without being spoon-fed. And Jeff… well, sleepy Jeff shows everyone the value of a good nap.
2. Find a way to include everyone and you will reap the rewards.
Jeff, who doesn’t hold an ECE degree, was hesitant to get involved with kids, according to a Knight-Ridder article, “If You Have Young Kids, Prepare to Wiggle” by Rod Harmon. Greg, Anthony, and Murray imagined Jeff’s constant sleep and the running gag of having kids participating in the videos and the TV show yell “Wake up, Jeff!” It has become so popular that there is actually a Wiggles video, “Wake Up, Jeff!” From the first Wiggles video to current videos, you can see Jeff getting more and more involved with the kids, singing, dancing and playing, although he is quieter than the other three. Kids are always drawn to someone who’s slightly different, and Jeff even stands out when he’s dancing with a big green dinosaur reciting poetry and a dancing purple octopus. The other three Wiggles seem to encourage her uniqueness. Of all the videos, CDs and Jeff dolls they sell, the approach works! When Wiggles do a double tour of America, Jeff will be beset by kids too young to go crazy about Justin Timberlake.
3) Keep it live and stay in touch.
The Wiggles could get away with making DVDs, TV shows and albums for their adoring fans for the rest of their lives. But all are used to interacting. Murray, Greg and Anthony expected to be teachers. Jeff and Anthony have performed to crowds as members of The Cockroaches. They include actual children, including members of their own family (as you see in the credits of their videos and DVDs), in their videos and talk to them. In a scene from “Hoop Dee Doo! It’s a Wiggly Party”, several children make emu skirts while one of the Wiggles talks to them. Undoubtedly, the Wiggles’ live shows are no different, including versions in Asia that will feature local native speakers as Wiggles clones (“The Wide World of Wiggles,” Feb. 6, Newsweek web exclusive) . Even Dorothy has her own dance party on tour. Whether you’re sending out a giant green dinosaur with a floppy white hat or showing off yourself, don’t underestimate the value of making contact and getting involved. It’s also fun to run and jump with the kids (no wonder Anthony, who eats all the time, stays slim!)
4) Don’t follow the crowd or the market.
Most non-Disney, non-Nick Jr, non-PBS American children’s shows seem designed as 22-minute commercials for action figures or dolls, as well as ways to passively entertain children. The traditional wisdom was: kids will be bored if there is no slam-bang action and there will be no way to make money doing something that is good for them. The Wiggles have proven that wrong. The kids dance and sing along with Jeff, Murray, Greg, Anthony and their friends, rather than sitting around eating the sugary food of the day and mindlessly watching a weird green monster get zapped to reappear in the next episode. With an epidemic of diabetes mellitus and obesity among American children, the Wiggles’ approach is not only positive, but continues to breed success for the multi-colored four.
The Wiggles themselves doubted there was an audience to help children learn through music and dance. A booking agent told them there would be no money in it, but they held on and became very popular in Australia. The United States was next, and the Wiggles are now a solid hit on Playhouse Disney, selling out tours—they even had to add second and third shows in many cities.
5) Becoming international or multicultural is not that difficult.
The Wiggles don’t need a multicultural awareness course. After all, when your friends are a singing dog, a rose-eating dinosaur, and an octopus with an underwater band, you have no problem with diversity. They regularly include Australian, Irish, Spanish and other songs in their act. The franchise expands to Asia. If you think this TV show doesn’t look like a likely hit in Japan, you’ve never seen “Pokemon” or anime, or the old classic “Ultraman.”
6) Stay true to your roots.
There’s no doubt that Murray, Jeff, Greg and Anthony are Australian (again, four American guys wouldn’t do what they do), although Dorothy seems a bit more British. Songs like “Willaby Wallaby Woo” are about their down-under heritage, and you don’t see them suddenly moving into a mansion in Malibu, pretending they’re wealthy Hollywood Yanks with no family or kids.
7) Your family life only enriches your work and your passion.
Three of the Wiggles are married, with Jeff apparently too sleepy to settle down, although before Anthony’s wedding he was voted Australia’s most eligible bachelor. These buddies have built their careers around kids and, as noted in point 3, regularly include their own families in their videos. The family that eats fruit salad and has a blast together, stays together. If you bring joy to millions of children, it can only have a lasting positive effect on your family.
Does all of this inspire you to Wiggle, get up and dance? You probably will if you have kids. But let it inspire you to follow your passion in your work, your family, and your life. Learn from these four career consultants, Greg, Murray, Jeff and Anthony. And hey, eat fruit salad. You need your health, mate.
Visit the Wiggles online at http://www.thewiggles.com.
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