Hot Potato, Smart Branding: What The Wiggles Teach Us About Growth

I took my toddler to see The Wiggles live. He had the time of his life. And honestly? I LOVED just watching him take it all in.

But while he was clapping along to “Hot Potato,” I couldn’t stop thinking… this isn’t just a kids’ band. This is branding brilliance.

Because somehow, The Wiggles, a preschool group founded over 30 years ago, are still thriving. Still packing stadiums. Still capturing the hearts of a whole new generation of toddlers. And they’re doing it with the kind of brand evolution most small businesses wish they nailed.

At first glance, they might seem like just another kids’ entertainment group. But look closer, and you’ll see a masterclass in branding that evolves with its audience.

From Fruit Salad to Generational Loyalty

The Wiggles started in the early '90s with one clear mission: keep toddlers entertained without driving parents up the wall. They built an instantly recognizable brand, bright primary colours, simple choreography, and catchy songs that worm their way into your brain whether you like it or not.

But they never stayed static. Instead, they evolved slowly, strategically, and smartly.

As original fans grew up and had kids of their own, The Wiggles grew with them. New cast members, a more diverse team, and updated content formats have kept them relevant.

And then… they made one particularly genius move...

Enter: John, The Purple Wiggle

Let’s just say it... John isn’t just another dancing dude in a purple top. He’s a Gen Z thirst trap with a jawline, a fitness routine, and TikToks that are clearly not for the toddlers. The moms noticed. The internet noticed.

He’s here for the millennial moms. The tired parents scrolling TikTok who suddenly find themselves sharing thirst traps of a Wiggle in a purple top and doing a little double-take.

But here’s the magic: instead of brushing that off, The Wiggles leaned in. They used it to spark conversation, boost reach, and reinvigorate their brand for the millennial parent crowd. They played along. Amplified the attention. And turned what could’ve been a weird little moment into a brilliant brand expansion.

Suddenly, parents aren’t just tolerating The Wiggles, they’re engaging with them. Sharing clips. Commenting. Cracking jokes. Feeling seen.

This is branding brilliance. Because now? They’re not just entertaining your kid. They’re building loyalty with you.

What You Can Learn from The Wiggles

You don’t need a stadium tour or a purple thirst trap in your brand. (Though, hey, no judgment.) But here’s what this iconic band can teach every small business owner:

1. Evolve with your audience.

The kids who loved The Wiggles in the 90s are now parents. The Wiggles didn’t cling to nostalgia; they grew up, too.

✅ Ask yourself: Are you meeting your people where they are now? Or still speaking to who they were five years ago?

2. Speak to the buyer, not just the user.

Kids watch the show. Parents press play. John isn’t just for the toddlers; he’s for the ones paying attention and paying the bills.

✅ In your business: Are you speaking to the person making the decision? Or just showing up pretty with no substance?

3. Build for longevity, not virality.

The Wiggles didn’t pop off because of one trend; they’ve stayed relevant for decades through consistency, clarity, and joy.

✅ Your takeaway: Don’t chase the shiny. Build with heart and let your brand grow with you.

4. Let your brand have a personality.

The Purple Wiggle moment could’ve been awkward. But instead, they owned it. They showed they were aware, human, and in on the joke.

✅ Your reminder: You don’t have to be a meme, but you do need to be relatable. People want to connect with you.

TL;DR?

The Wiggles are low-key brand geniuses. They’ve built a multigenerational empire by being consistent, clever, and just self-aware enough.

And the best part? They’ve done it all while dancing, singing, and not taking themselves too seriously.

Now that is brand energy I can get behind.

👀 Want your brand to grow with you and connect with the people who actually make the decisions? Let’s build something that lasts.