More than three decades into their career, the Wiggles continue to evolve and make history with No. 1 records, awards, arenas shows and more. Now, the beloved kids entertainers set another new mark, with the appointment of Luke O’Neill to the newly-created position of chief executive officer.
The incoming CEO will be expected to lead the organization’s digital transformation and global expansion.
Among his tasks, O’Neill will be expected to expand the Wiggles’ digital footprint, develop new products, grow the commercial operations of the business, and build greater distribution channels to reach larger audiences.
“The Wiggles have always been pioneers in delivering high-quality, educational, and entertaining content for children,” O’Neill comments. “I am thrilled to lead the team as we explore new opportunities in the digital and commercial spaces and expand our global presence. Together, we will continue to create memorable experiences for children and families around the world.”
The incoming chief carries experience in accelerating growth and leading digital transformations for businesses in real estate, hospitality, and events industries, and has served as a consultant with the Wiggles since mid-2023.
O’Neill has already played “a crucial role in shaping the strategic direction for the brand’s future,” reads a statement announcing his appointment, by “leading the development of a new digital strategy, while refocusing efforts in consumer product licensing and sponsorship opportunities.”
The Wiggles and their big red car aren’t slowing down. The group celebrated its 30th anniversary in 2021, then found a new gear. Along the way, the group won triple j’s Hottest 100 countdown for the first time (with a cover of Tame Impala’s “Elephant”); landed a No. 1 album on the ARIA Chart (also a first), became the first band in Australian history to perform two national arena tours in a single year; and scooped the Ted Albert Award for outstanding service to Australian music (a first for a kid’s entertainment act). Last year, the Wiggles teamed up with the Pinkfong Company for a four-part Baby Shark collaborative series.
Since 1991, the Wiggles have sold over 30 million albums and DVDs and 8 million books globally.