Newly created position will focus on digital transformation and global expansion.

License Global

January 30, 2024

2 Min Read
Luke O’Neill
Luke O’Neill.The Wiggles

The Wiggles, a global children’s entertainment organization, has announced the appointment of Luke O’Neill to the newly created position of chief executive officer. This move marks the beginning of a new chapter in the 30-plus-year history of The Wiggles, renowned for their innovative and engaging children’s edutainment content. 

O’Neill boasts a 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 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, O’Neill 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. 

“The Wiggles have always been pioneers in delivering high-quality, educational and entertaining content for children,” says 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 expects O’Neill’s leadership will ensure 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,” says Anthony Field, founding member and Blue Wiggle. 

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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