Family shows: How to maximise your merch

When it comes to balancing the books on touring entertainment shows, a solid merchandise strategy can make a significant difference. But it’s not just about the bottom line; the right products can build audience loyalty, elevate a brand’s status, and even work as a marketing tool.

Richard Lewis, managing director of the Limelight Group, which creates merch on behalf of licensees and live touring entertainment show adaptations (including Peppa Pig and Ben & Holly’s Little Kingdom, which he…

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