The Wiggles are presenting Dorothy the Dinosaur’s return to live action, with a new series paving the way for an animated adaptation in 2028. Luke Field, General Manager of Commercial at the company, highlighted the potential of both projects to expand the brand’s international reach.
* with reporting by Carolina Mussio and Ana Paula Carreira, from Cannes, France
The Wiggles is celebrating its 35th anniversary with the return of one of its most beloved characters, Dorothy the Dinosaur, to live-action television. The new series, presented at MIPJunior 2026, marks the first step in a strategy that will enter its next major phase in 2028, with the launch of an animated production designed to bring the character to new audiences and international territories.
“One of the main reasons I’m here is to showcase the fantastic work we’ve done with the new live-action Dorothy the Dinosaur series. We haven’t done one in a long time, so I’m especially excited to present it,” Luke Field, General Manager of Commercial at The Wiggles, told ttvnews.
The new Dorothy the Dinosaur production, comprising 30 five-minute episodes, takes the popular character into her own world, introducing new friends such as Pedal and Poppy alongside familiar Wiggles characters including Wags the Dog, Henry the Octopus, and Shirley Shawn the Unicorn.
The series is now available to international buyers and provides an opportunity to reintroduce the character ahead of her move into animation, through a project developed alongside Sinking Ship Entertainment and currently in production. “What really excites me about animation is that it gives us the opportunity to reach new audiences, not just in English, but also in Spanish and French. That’s something we haven’t done before, and it’s really exciting,” Field said.
The executive explained that developing animated content represents an opportunity to overcome some of the limitations of a brand that continues to maintain an intensive live touring schedule.
“The Wiggles are still touring six months of the year. They’re human, so there’s a bit of a limitation,” he commented. “But animation allows us to be everywhere in the world and in different languages. We’ve already sold 30 million albums worldwide, so we know it works. I think this will help us reach territories we haven’t been to before.”
The company is also presenting Ready, Steady, Wiggle! at MIPJunior, one of its flagship television franchises, combining music, dance, storytelling, and learning for preschool audiences.
35 Years of Music and New Generations
Founded in 1991, The Wiggles has undergone numerous transformations throughout its history. One of the most significant came during the pandemic, when the group expanded from four to eight members, introducing greater diversity in ages and backgrounds.
“The youngest Wiggle is 21, and the oldest is 63. I think that diversity has brought so many new elements to the group,” Field explained.
For the executive, one of the brand’s greatest strengths is the constant renewal of its audience. “The fantastic thing about preschool audiences is that they’re always changing. Every couple of years, we have a new audience, and they re-energize us. They’re the most honest audience, but they’re also the most beautiful.”
That ability to connect with different generations also has a personal dimension for Field, who is the nephew of Anthony Field, the group’s founder and longest-serving member.
“One of my earliest concert memories was seeing The Wiggles when they first started. Now I’m the father of two daughters, and it’s been beautiful to take them to The Wiggles concerts,” he recalled. “Today, we’re seeing three generations of families attending our shows. As a father, it’s fantastic to have something I can share with my daughters, singing and dancing together.”
“Some things have stayed the same over the years, like the concerts, the songs, and the music. But new generations consume content differently, so The Wiggles has also expanded into short-form content and digital platforms,” he explained.
Field highlighted the example of Tsehay Hawkins, one of the group’s youngest members and a world-champion salsa dancer, whose presence on TikTok helps the brand connect with younger audiences.
“Music is a universal language, and it’s always been the foundation of The Wiggles,” he said. “We don’t just do one genre of music. We do everything, from country to traditional Irish and Scottish music.” The executive also recalled Anthony Field’s admiration for Carlos Gardel and noted that this musical diversity has helped build an international audience that includes South America.
Looking ahead, The Wiggles is seeking partners that share its creative vision and the brand’s quality standards. “We do a lot of things in-house, and we’re very selective with our partners. We have very high standards, and that’s what we expect from the people we work with,” Field concluded.
