Galloping into unchartered territory, The Wiggles team has thrown itself headfirst into one of the US’s favourite music genres – collab’ing with some of country music’s biggest international stars including Dolly Parton, Lainey Wilson, Dasha, Jackson Dean, Orville Peck, MacKenzie Porter and more on a new album Wiggle Up, Giddy Up!, which will be followed by a TV special of the same name. As country music continues to rise in popularity across the globe, Wiggle Up, Giddy Up! is set to bridge the gap between generations, introducing country stylings to young audiences while delighting parents with nods to classic sounds. The groundbreaking album will also feature an all-star lineup of country legends and trailblazers from Canada, New Zealand and Australia.
Head of ABC Commercial Jessica Ellis said, “Renowned for transcending boundaries of all kinds, The Wiggles are a household name in many countries including the US. As the world’s favourite children’s entertainers, their popularity is reflected in the line-up of talented artists who are keen to work with them, and also in the consistent audience growth we are seeing across a breadth of television and music platforms.”
In 2024, ABC Commercial cemented a relationship with NBCUniversal’s streaming service Peacock, bringing a treasure trove of the latest content from The Wiggles – both beloved TV series and ‘festive occasion’ special features – to a whole new generation of young fans in the United States.
Amazon’s Prime Video also continues to be a valuable partner for ABC Commercial. In October 2023, the rollout of over 70 hours of programming commenced, making The Wiggles available to Prime Video subscribers in the United States, Canada, the United Kingdom, New Zealand and Australia. In just over a year, the platform has amassed nearly 5 million hours of Wiggles streaming time.
While The Wiggles music content performs strongly in all major territories, the US is currently The Wiggles’ second-largest streaming market, racking up over 100 million streams last year in this market alone. Year-on-year growth in the US has been strong across streaming partners, including Spotify (+79%), Apple Music (+68%), and Amazon Music (+184%). With the targeted US marketing in play for the forthcoming release of Wiggle Up, Giddy Up! it’s expected that the pace of growth will only continue to escalate.
This year, The Wiggles are also expanding their international touring schedule – hitting the UK in May, the US in June and Canada in July 2025.
‘While we’ve done extensive touring in the past, this marks the first time since 2019 that we’re bringing The Wiggles to so many cities across the USA. With the current group of eight Wiggles, this tour is our biggest undertaking in the region since COVID, and we can’t wait to share the fun with families across the country’ said Luke Field, General Manager of The Wiggles.
Ellis commented: “We’re heading into one of our favourite events on the annual kid’s industry calendar, the Kidscreen Summit, with a huge sense of optimism. Not only are we confident our partners are going to love The Wiggles new TV special and album, we’re delighted to see that The Wiggles continue to create joyful, energetic and unique content for kids and families, and are still finding fresh ways to surprise us and their loyal audiences around the world”.
