Mischief

What Mischief does

Mischief is a London-based comedy theatre company that creates, produces, and licenses original comedic stage productions, most notably the "Goes Wrong" franchise. Founded in 2008, the company has maintained a continuous West End presence for over a decade through The Play That Goes Wrong, and currently runs multiple simultaneous productions including The Comedy About Spies and Christmas Carol Goes Wrong. The company has expanded internationally, reaching 50+ countries across six continents, with The Play That Goes Wrong completing 745 performances on Broadway — the longest-running comedy in that venue's history — and a new Los Angeles engagement at the Ahmanson Theatre scheduled for late 2026.

The company's core product is original comedic IP built around a consistent ensemble of writers and performers (14 founding members, many Guildhall-trained). Its business model spans multiple revenue streams: West End and touring ticket sales (price range £15–£250), amateur and professional licensing rights via Concord Theatricals across North America, streaming distribution on Netflix, Amazon Prime, and BBC iPlayer, direct-to-consumer merchandise (£8–£55), paid workshops and short courses (e.g., £290), and educational programmes through Learn With Mischief for UK secondary schools. Additional distribution channels include a Virgin Voyages cruise partnership staging Mind Mangler at sea.

Strategically, Mischief is broadening beyond its core comedy-play format into adjacent verticals, notably its first original musical, Thespians, premiering in May 2026. The company is simultaneously deepening its international footprint (Australia production scheduled, US West Coast expansion) and diversifying its customer base across consumer theatre-goers, institutional licensees, schools, and hospitality partners.

Name

Mischief

Legal name

Mischief Worldwide Ltd

Website

https://mischiefcomedy.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Mischief is a London-based comedy theatre company that creates, produces, and licenses the "Goes Wrong" franchise and other original comedies across West End, Broadway, international touring, streaming, and amateur licensing, serving consumer theatre audiences, schools, and institutional licensees worldwide.

Ownership category

akta.pro rank

Product category

Live Comedy Theatre

NAICS

Independent Artists, Writers, and Performers (711510), Amusement, Gambling, and Recreation Industries (713), Arts, Entertainment, and Recreation (71)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Improvisational Theatre (MPAGABAJ)

akta.pro secondary industries

Improv Comedy Performances (MPAGACAB), Circus, Magic & Variety Shows (THAJAFAH), Virtual Theater, Comedy & Performing Arts (Digital Performances) (MPAGAOAF)

Keywords

• Comedy theatre productions
• Live stage entertainment
• Theatrical licensing rights
• Comedy performance company
• Educational drama workshops

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Theatre Ticket Sales: Revenue from live performances in West End, UK touring, and international venues through partnered theatre box offices.
2. Merchandise and Script Sales: Sale of scripts, DVDs, merchandise (t-shirts, ornaments, lapel pins, tote bags) through the official shop.
3. Streaming and Digital Content: Revenue from streaming shows on Amazon Prime Video (from £5.99-£7.99), BBC iPlayer, and Broadway HD.
4. Workshops and Courses: Professional courses such as 'How to Approach Comedic Text' and 'Improvisation for Actors' priced at £290 for 6-week courses, plus beginner/community workshops.
5. Licensing and Performance Rights: Licensing fees for professional, amateur, and school productions worldwide (particularly USA & Canada via Concord Theatricals). Performance rights for replica and non-replica productions.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Mischief is a comedy theatre company that creates, produces, and performs live stage productions built around its signature "Goes Wrong" format of meticulously choreographed theatrical chaos and slapstick. Beyond live theatre, the company distributes content via broadcast/streaming (Amazon Prime Video, BBC iPlayer, Broadway HD), licenses performance rights of its shows worldwide (via Concord Theatricals in North America), runs educational drama programmes for schools and professionals, and sells official merchandise and tickets through its own platforms.

Product overview

Mischief is a multi-award-winning comedy theatre company that creates and produces live stage productions, television series, and digital content. The core portfolio includes stage plays in the 'Goes Wrong' franchise (The Play That Goes Wrong, Peter Pan Goes Wrong, Christmas Carol Goes Wrong), original comedies (The Comedy About Spies, The Comedy About a Bank Robbery), and their first musical (Thespians). The company also produces TV series (The Goes Wrong Show), live improvised comedy (Mischief Movie Night/Mischief Movie Night In), magic shows (Mind Mangler, Magic Goes Wrong), and educational programmes (Mischief Workshops, Learn With Mischief). Their products span live theatre performances, streaming content, podcasts, educational resources, and licensed merchandise. The company operates primarily in London's West End, with productions on Broadway, touring internationally, and streaming on platforms like BBC iPlayer and Prime Video.

Differentiator

Problem solved

Functional benefit

Brands

• Learn with Mischief: Educational programme offering workshops and resources for teaching comedy and performance skills to students and educators.
• Mischief Makers Podcast
• Mischief Workshops

Products and services

• The Play That Goes Wrong Flagship comedy play in which the Cornley Drama Society attempts a murder mystery production where everything systematically goes wrong. Running in London's West End for over 10 years and on Broadway/Off-Broadway for over 8 years; performed in 50+ countries across 6 continents.
• Peter Pan Goes Wrong Comedy play in which the Cornley Drama Society attempts a production of J.M. Barrie's Peter Pan with the trademark Goes Wrong chaos, supplemented by a BBC television adaptation. Premiered West End 2015/2016 and later ran on Broadway.
• The Comedy About a Bank Robbery 1950s-set comedy caper about a bank heist at the Minneapolis City Bank; one of Mischief's long-running West End comedies.
• The Comedy About Spies 1960s spy-themed comedy about CIA and KGB agents pursuing stolen secret weapon plans; current West End hit and WhatsOnStage Best New Play 2026 winner.
• Christmas Carol Goes Wrong Festive Goes Wrong comedy featuring the Cornley Drama Society attempting Charles Dickens' A Christmas Carol with typical mishaps; touring UK and playing the West End annually.
• Thespians: Greece The Musical Mischief's first musical, set in ancient Greece in 534 BC, about Thespis and the origins of theatre; written by Jonathan Sayer and Ed Zanders.
• Mind Mangler: Member of The Tragic Circle Spin-off magic comedy show featuring the Mind Mangler character attempting mentalism feats that spiral into chaos; premiered at Edinburgh Fringe 2022.
• Mischief Movie Night Live improvised comedy show where audiences suggest a genre, location, and title and Mischief creates the entire performance live with rewinds, fast forwards, and director cuts.
• The Goes Wrong Show BBC television series following the Cornley Drama Society as they attempt half-hour plays with comedic disasters; two seasons (2019–2022) aired on BBC One and streamed on BBC iPlayer and Broadway HD.
• Groan Ups Coming-of-age comedy following six-year-olds through school to adulthood; Mischief's standalone comedy separate from the Goes Wrong franchise.
• Magic Goes Wrong Comedy about hapless magicians at a charity fundraiser; co-created with magicians Penn & Teller.
• Good Luck, Studio Dark comedy about a children's TV show recording session going wrong.
• Charlie Russell Aims to Please Solo comedy performance by Charlie Russell attempting to please every audience member.
• Performance Rights Licensing Licensing of performance rights for Mischief productions worldwide (excluding UK) for professional, amateur, and school productions; distributed exclusively in USA and Canada by Concord Theatricals.
• Mischief Workshops Structured comedy and improvisation courses for professional and aspiring performers, including 'Improvisation for Actors' and 'How to Approach Comedic Text' (£290 for 6-week courses), plus beginner and community workshops.
• Learn With Mischief Educational programme offering interactive lessons on comedy and performance to UK secondary schools, covering improvisation, slapstick, clowning, farce, and ensemble performance.
• Mischief Makers Podcast Podcast series exploring the world of Mischief on stage and screen, featuring interviews with cast and crew across multiple seasons on Spotify, Apple Podcasts, Amazon, and Acast.
• Official Mischief Merchandise Official merchandise shop selling scripts, DVDs, clothing (t-shirts, hoodies, scarves, Christmas jumpers), tote bags, lapel pins, and other accessories tied to Mischief productions.

Quantifiable outcome

• Over 10 years running in London's West End
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Kenny Wax & Stage PresencecoreStrategic or Co-development PartnerPrimary producers of Mischief productions in the West End and on Broadway. Kenny Wax and Stage Presence have co-produced major shows including The Play That Goes Wrong, The Comedy About Spies, and Peter Pan Goes Wrong. The partnership has been instrumental in bringing Mischief productions to London's West End and internationally.
• Concord TheatricalscoreChannel Partner/ Reseller/ DistributorExclusive licensing partner for Mischief comedies across USA and Canada, handling performance rights for professional, amateur, and school productions. Located at 250 W. 57th Street, 6th Floor, New York, NY 10107-0102. Provides licensing for shows including The Play That Goes Wrong and Peter Pan Goes Wrong.
• Virgin VoyagesminorChannel Partner/ Reseller/ DistributorCruise line partnership for Mind Mangler: Member of the Tragic Circle, which runs as a 50-minute show on The Scarlett Lady cruise ship launched in May 2023.
• HOME Manchester, Mercury Theatre Colchester, JPT ProductionscoreStrategic or Co-development PartnerCo-producing partners for Thespians, Mischief's first musical. HOME Manchester and Mercury Theatre Colchester commissioned and presented the world premiere, with JPT Productions joining for the UK tour.
• Penn & TellerminorStrategic or Co-development PartnerMagicians Penn & Teller co-created Magic Goes Wrong with Mischief, bringing their expertise in magic to the production. The show had a development run at Quays Theatre at Lowry before opening in London's West End.
• LW TheatrescoreChannel Partner/ Reseller/ DistributorTheatre venue partner for The Comedy About Spies at the Adelphi Theatre in London's West End. LW Theatres handles ticketing and venue operations for the production.
• Delfont Mackintosh TheatrescoreChannel Partner/ Reseller/ DistributorTheatre venue partner for Christmas Carol Goes Wrong at Wyndham's Theatre in London's West End. Handles box office operations, group sales, and venue management.
• Nimax TheatrescoreChannel Partner/ Reseller/ DistributorTheatre venue partner for The Play That Goes Wrong at the Duchess Theatre in London's West End. Handles box office operations and venue management.
• BBCcoreChannel Partner/ Reseller/ DistributorBroadcast partner for The Goes Wrong Show TV series. BBC One aired the initial specials and series, with iPlayer hosting streaming. Also aired Peter Pan Goes Wrong and A Christmas Carol Goes Wrong TV specials.
• Center Theatre Group (Los Angeles)coreChannel Partner/ Reseller/ DistributorNorth American venue partner presenting Christmas Carol Goes Wrong at the Ahmanson Theatre in Los Angeles, with performances scheduled from December 2026.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Potted Potter: Potted Potter is a condensed-comedy theatrical parody with extended runs in London's West End and international tours. Operates a near-identical model to Mischief: slapstick farce theatre, West End + touring + family audience, and licensed productions across multiple markets.
• iO Theater: iO Theater (formerly ImprovOlympic) is a leading improvisational comedy venue and training center producing live comedy shows, professional workshops, and developing comedic talent. The combination of improv shows, paid training, and venue operations matches Mischief's Workshops + Mischief Movie Night + theatre model.
• Reduced Shakespeare Company: Reduced Shakespeare Company produces comedy theatrical takes on classic works with slapstick and physical humor, touring extensively across the US and internationally with a similar family-friendly, farcical comedy approach. Closely aligned model: comedy troupe, touring productions, franchise IP, and educational outreach.
• The Second City: Second City is one of the world's largest comedy/improv theatre companies with live shows, professional training programs, and television syndication. Extremely comparable business architecture to Mischief: theatre, training/school, TV, and touring, with a sustained brand as a premier comedy institution.
• Upright Citizens Brigade: UCB operates comedy theatres with improv and sketch shows, training centres, and alumni-driven TV syndication. Highly comparable: comedy theatre + improv + workshops + screen output, and similar positioning as a creator-driven comedy institution.

Emerging players

• Blue Man Group: Blue Man Group produces wordless, slapstick variety-theatre shows with permanent productions in multiple cities (NYC, Las Vegas, Berlin). Compared to Mischief on physically choreographed, word-light comedy and global permanent venue presence.

Others

• Concord Theatricals: Concord Theatricals is Mischief's exclusive licensing partner for USA & Canada performance rights and a major global theatrical rights house. Relevant as the infrastructure partner that scales Mischief's IP internationally, and comparable as a rights/licensing business in the live entertainment supply chain.

Broad incumbents

• Cirque du Soleil: Cirque du Soleil is the established global leader in variety/acrobatic live entertainment with permanent shows and touring productions worldwide. Overlaps with Mischief in the live variety comedy space (including variety/cabaret formats), but operates at vastly larger scale and as a portfolio entertainment company.
• La Clique / Spiegeltent cabaret producers: La Clique and similar Spiegeltent cabaret producers stage adult variety and comedy shows at festivals (Edinburgh Fringe, Adelaide) worldwide. Comparable to Mischief's variety and festival programming (Mind Mangler, Mischief Movie Night), albeit more adult-skewed.

Regional players

• The Comedy Store (UK): The Comedy Store operates UK's premier comedy club venues with live stand-up and sketch programming. Related as a London comedy live-entertainment operator but differs in format (clubs/sketch vs. scripted productions) and does not directly compete for West End theatre audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MischiefTheatre
• Facebookfacebook.com/MischiefTheatre
• Instagraminstagram.com/mischiefcomedy
• TikToktiktok.com/@mischiefcomedy
• Xx.com/mischiefcomedy

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mischief