A toddler’s early lesson on the power of the dollar
As the original Yellow Wiggle, Greg Page, asks for his seat back in the Big Red Car, we’re reminded The Wiggles is not just child’s play. His return pleases children and parents across the globe, as it means his health has improved after departing five years ago suffering from orthostatic intolerance, an often undiagnosed circulatory system disorder affecting blood flow.
But as I fetch my son’s yoghurt from the fridge, Greg’s (now interim) replacement, Sam Moran stares back at me from the top of the lid. Page’s return is big news for children’s marketing machine behind The Wiggles.
My son loves The Wiggles. He wasn’t born when Greg was in the group. So he will require some introduction to millions of kids. We’ll also need to explain where Sam has gone.
When Greg Page left the group five years ago, he reportedly received a severance pay out of $50 million. Since his departure, there has been a ‘tell all’ biography, rumours surrounding a marriage break-up and reports of significant financial losses. Hardly the stuff of the playground.
The Wiggles have been named Business Review Weekly’s top-earning Australian entertainers for four consecutive years earning $45 million in 2009, as well as 17 gold, 12 platinum, three double-platinum, and ten multi-platinum awards for selling over 17 million DVDs and four million CDs.
The Wiggles said on their website that Moran had “graciously offered to step aside on hearing of Greg’s ability to return to the group”. It’s a stretch to muster sympathy for the man in a yellow skivvy with a payout that’s estimate to be well into the millions, perhaps even into the tens of millions.
And like any corporation, The Wiggles are focused on revenue and profitability. And they had to make a tough decision.
But try explaining that to a toddler wiggling his way around the living room. Time to go, my son is asking for another grab Wiggles yoghurt from the fridge - ker-ching.
Read more of Kate at her blog motherpedia.com.au.
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