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New CEO at The Wiggles

New CEO at The Wiggles

The Wiggles announces the appointment of Luke O’Neill to the newly created position of Chief Executive Officer. This significant move marks the beginning of a new chapter in the illustrious 30-plus year history of The Wiggles, the beloved global icons renowned for their innovative and engaging children’s edutainment content.

O’Neill boasts a proven track record in accelerating growth and leading digital transformations for top-tier companies in the Real Estate, Hospitality, and Events industries. He joins The Wiggles at a time when the media industry is undergoing further disruption with fragmentation of audiences through the expanding number of digital streaming services and FAST channels. Having worked 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, leading the development of a new digital strategy, while refocusing efforts in consumer product licensing and sponsorship opportunities.

As the entertainment industry continues to rapidly evolve, O’Neill’s appointment signals The Wiggles’ commitment to staying at the forefront of digital media trends. In his new role, Luke will focus on expanding The Wiggles’ digital footprint, developing new products and expanding the commercial operations of the business. He is tasked with ensuring that The Wiggles can continue to self-fund innovative, educational and entertaining content and extend distribution to reach larger audiences than ever before.

“The Wiggles have always been pioneers in delivering high-quality, educational, and entertaining content for children,” said Luke O’Neill. “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 Wiggles board are confident that O’Neill ‘s leadership will usher in an exciting future for the brand, ensuring that The Wiggles remain a household name synonymous with fun, learning, and innovation.

“Luke delivers the high-level, innovative thinking The Wiggles can strongly benefit from as we further evolve and expand our brand and its entertainment offerings,” said founding member and Blue Wiggle Anthony Field.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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