Wiggles prove kids business is lucrative one

The Wiggles have topped BRW Magazine's list of Australia's 50 richest performers in 2004. Picture / Herald file

SYDNEY - Their biggest fans may only be toddlers, but The Wiggles are proof the children's entertainment business is a lucrative one.

The four men in coloured skivvies who sing songs like Dorothy the Dinosaur and Wags the Dog have topped BRW Magazine's list of Australia's 50 richest performers in 2004.

Just to emphasise the point, another children's group, Hi-5, are ranked sixth.

The Wiggles earned an estimated gross income of $45 million ($NZ64.44 million) during 2004, up from $14 million for the previous year.

The dramatic rise in riches coincides with their relatively recent success in the United States.

And surprisingly, they knocked last year's richest Australian entertainer, Oscar winner Nicole Kidman, out of top spot.

Kidman, who commands about $US19 million per film, almost doubled her earnings during 2004 and was Australia's second richest performer on $40 million.

She was followed by another Hollywood heavyweight, actor Russell Crowe, who earned an estimated $27 million.

Still rocking their way to the bank are heavy metal group AC--C, Australia's highest paid band with a gross income of $18 million.

Naomi Watts ranked fifth, with fellow actors Cate Blanchett, Hugh Jackman and Heath Ledger trailing her in the earnings rankings, but ahead of pop princesses Kylie Minogue and Delta Goodrem.

Not as well known as The Wiggles but wealthy nevertheless, the sixth-ranked Hi-5 reaped a massive $15 million during the year from entertaining children.

Newcomers to the list included Saw directors James Wan and Leigh Whannell, rock group Jet, independent band The John Butler Trio, Australian Idols Guy Sebastian and Shannon Noll and author Matthew Riley.

BRW managing editor Tony Featherstone said it was surprising The Wiggles had been elevated to the number one spot, as the list had always been topped by an actor.

But he said the group was a very smart entrepreneurial business and the growth in their income had been outstanding.

"The Wiggles are smart. They identified a large and fast growing market that didn't have the production values or the razzle dazzle of entertainment for older people," Mr Featherstone said.

"They got into the market early, they took time to understand their audience, not only children but the parents who pay for everything.

He said 60 percent of the group's income came from their concerts, which was interesting as most artists received the majority of their earnings from album sales.

- AAP