In the following interview with ttvnews, General Manager of Commercial, Luke Field, talks about what has made The Wiggles a beloved brand, able to educate and entertain kids and families for over three decades, and how they’re now evolving and growing to continue to connect with young viewers.
If there’s one thing that parents and grandparents love, it’s sharing their life experiences with their kids and grandkids, reliving a piece of their pasts and getting to experience it again through a child’s eyes.
And with over 30 years since present in the entertainment industry, The Wiggles is one of those multigenerational brands that unites families, bringing fun, music, education and valuable lessons to kids -and inner kids- all over the world.
Their music-led approach to early childhood education has stood the test of time, and now parents who grew up with The Wiggles are returning with their own children. As a result, the group continues to evolve, expanding their digital footprint, touring globally and developing new formats, making their content more accessible, more inclusive, and more impactful than ever.
In the following interview with ttvnews Luke Field, General Manager of Commercial for The Wiggles, talks about the brand’s history and evolution over the years; the importance of creating content that kids love and parents can trust; what’s new in terms of productions; and their ongoing mission to make children feel loved, seen, and excited to learn.
What is your current vision of the children’s content industry? What do you think will be the main trends in terms of genres and productions for 2025?
The children’s content industry continues to evolve rapidly, blending education with entertainment in increasingly seamless and meaningful ways. For 2025, personalisation remains a strong trend — children are engaging with content where, when, and how they want, often in shorter bursts and across multiple platforms. But just as significant is the return to co-viewing — parents and caregivers seeking content they can enjoy with their children. This creates opportunities for shared learning, trust, and nostalgia, particularly with multigenerational brands like ours.
There’s also a growing appetite for trusted edutainment — content that’s not only engaging but also safe, developmentally sound, and values-driven. At The Wiggles, we’ve been at the forefront of this space for over 30 years. Our music-led approach to early childhood education has stood the test of time, and now we’re seeing parents who grew up with The Wiggles returning with their own children. As a result, we continue to evolve — expanding our digital footprint, growing our live touring globally, and developing new formats like Wiggle and Learn and our upcoming animated Dorothy the Dinosaur series. It’s an exciting time to be creating for children, and we’re proud to help shape what quality looks like in the next era.
What are the main challenges of producing children’s content today? What do you look for when selecting projects for your catalogue?
The challenge isn’t just creating engaging content, it’s creating content that parents trust, that children can learn from, and that can adapt across platforms. With global reach comes a responsibility to be culturally aware, inclusive, and educationally sound. For us, projects must align with early childhood development goals, while also being fun. The Wiggles look for stories and experiences that celebrate curiosity, music, movement, and emotional growth.
What are the star titles in your current catalog for the international market?
The Wiggles themselves remain our flagship property. For over 30 years, we’ve educated, entertained, and enriched the lives of millions of preschoolers — and now, we’re seeing a beautiful full-circle moment, with parents who grew up watching The Wiggles sharing that experience with their own children.
Our Wiggle and Learn series is a recent addition to our catalogue and already proving to be a standout in the international market. Currently in its first season, it delivers 30-minute episodes fortnightly on YouTube and is also available on Sky Kids (UK), ABC (Australia), and major airlines — offering families access wherever they are. The series blends structured early learning with music and movement, giving children a familiar format they can grow with, while providing parents with trusted, educational screen time.
Ready, Steady, Wiggle! is another flagship title in its eighth season, reaching audiences across ABC (Australia), Sky Kids (UK), Corus (Canada), Peacock (USA), and streaming globally via Netflix and Prime Video.
Looking ahead, we’re especially excited about a new project currently in production — an animated co-production with Sinking Ship Entertainment, focused on Dorothy the Dinosaur and set in Wiggle World. It’s our first major expansion of the Wiggleverse into animation, and we believe it has all the ingredients to be a breakout title when it launches globally at the end of 2026.
Across everything we do, the focus is the same: combining music, learning, and heart — in formats that kids love and parents trust.
Unlike previous generations, who accessed content only on linear television, having content available whenever and wherever they want is the norm for today’s children. How do you think the evolution of streaming has changed the business of distributing children’s content?
The shift to digital-first viewing has revolutionised children’s content. Where once we tailored content for linear TV, now we must think platform-first from YouTube to SVOD. YouTube has been a game-changer for us. With over 6 billion views globally, The Wiggles are reaching a scale like never before. Children now engage with content in shorter bursts, across devices, and often in highly interactive ways. It’s not just about visibility anymore, it’s about accessibility and connection.
In this sense, which platforms and territories do you currently work with? In which regions do you see the greatest potential for growth for your content?
We’re active across major platforms including YouTube, Netflix, Prime Video, and local broadcasters in Australia, the UK/Europe, the US, and Canada etc. YouTube continues to be our most dynamic growth engine, with billions of views and highly engaged fans. In terms of geographic expansion, we’re seeing real momentum in Asia and Latin America, where the appetite for high-quality, English-language preschool content with musical and educational value is expanding rapidly.
How do you see the evolution of children’s content and younger audiences in the coming years?
Younger audiences are growing up in a world where screens, songs, and stories are completely interconnected. The future of children’s content lies in combining these elements into cohesive, interactive experiences – across video, music, live performance, and digital platforms. But while the format evolves, the need for safe, joyful, educational storytelling remains constant. That’s where we thrive. With over 30 million albums and DVDs, eight million books, and over two billion music streams, The Wiggles have always evolved with technology while staying true to our core purpose: making learning fun.
We’re proud that after more than three decades, The Wiggles continue to lead in early childhood entertainment. We’ve become a multigenerational brand, one where parents and even grandparents are now part of the experience. Whether on stage, on screens, or in homes around the world, our mission remains the same – to make children feel loved, seen, and excited to learn. As we continue expanding our digital footprint, we’re committed to making The Wiggles more accessible, more inclusive, and more impactful than ever.
