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Wiggles Live from Tucson

Read (0) / Post Comments | Posted: Friday, April 4, 2008
Turns out Australia knows marketing...

I went to a Wiggles concert last night with my three year old daughter.  For the uninitiated, the Wiggles are a four man troupe that sings songs that both a three year old (and, truth be known, a 38 year old as well) can sing along to.  The songs are brisk, memorable and spirited.

The Wiggles hail from Australia; they began as a backyard party group and turned into an international phenomenon over the last ten or so years.  But the surprising thing isn't their rise to success.  They are congenial and fun, and even though the front man, Greg Page, retired last year, they're still drawing a crowd.  But their overall "brand awareness" isn't what is astounding, especially given the fact that over the last several years they've been a daily staple of Disney Channel.

Instead, the truly surprising thing is how harmonious the program was with the "target market" in mind.  Think about how the Disney model works - the two pronged funny for kids and adults at the same time - and place that over the Wiggles, and there you have the perfect mixture for the Wiggles breakout.  

Add that they are from a foreign land (to us in the states anyway) and an endless supply of willing parents who, for the low price of just under $200, can bring one child and a grandparent along for the ride, and the perfect storm is visible.

Ultimately, the night was enjoyable for both me and my daughter.  Not sure who had the more enjoyable time, frankly.  But the real treat was seeing how completely self-aware the troupe has become in the last several years...and how well they have executed their brand of kid-friendly, parent-approving product.

Now - excuse me while I go withdraw another $40 from the bank for a couple Wiggley DVDs....for my daughter.


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