Wicked

What Wicked does

Wicked London Production Limited operates the London West End production of the musical "Wicked" at the Apollo Victoria Theatre (17 Wilton Road, London SW1V 1LG), where it has run continuously since 2006. The company is a privately held UK entity (private limited company, England and Wales) and serves individual theatre-goers, tourists, school groups, and group bookings through a multi-channel distribution model comprising the official website, ATG Entertainment box office, Ingresso (Wicked Direct), and TodayTix mobile app.

The core product is a live theatrical production based on Gregory Maguire's novel, with music and lyrics by three-time Academy Award winner Stephen Schwartz and an award-winning creative team. The production runs 8 performances weekly across the venue's 2,000+ seats (Stalls and Dress Circle), with performance duration of 2 hours 45 minutes. Ancillary revenue streams include gift cards (£10-£250 denominations), afternoon tea packages with The Clermont Victoria hotel (£95), Behind the Emerald Curtain backstage experiences, official merchandise, and the education-focused Wicked Active Learning programme (school tickets from £19.50).

The business operates a hybrid go-to-market combining direct-to-consumer website/box office sales with channel partners and event-driven marketing around the Wicked20 anniversary (September 2026). Pricing tiers span from £19.50 (school groups) to premium anniversary packages, with dedicated group, education, concession, and student channels. Ownership is structured through a producer consortium including Marc Platt, David Stone, Universal Stage Productions (NBCUniversal/Comcast), and Playful Productions serves as General Manager for the UK production.

Name

Wicked

Legal name

Wicked London Production Limited

Website

https://wickedthemusical.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Wicked London Production Limited operates the West End production of the "Wicked" musical at London's Apollo Victoria Theatre since 2006. It serves individual theatre-goers, tourists, school groups, and group bookings through official channels, partner ticketing platforms, and premium hospitality packages.

Ownership category

akta.pro rank

Product category

Live Musical Theatre

akta.pro primary industry

Theater & Performing Arts Ticketing (HSACALAC)

Keywords

• Musical theatre
• Live entertainment
• West end shows
• Theatrical productions
• Stage performances

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales across 8 performances weekly at the Apollo Victoria Theatre. Revenue varies by seat location, performance time, and demand.
2. Gift Cards: Digital gift cards sold in denominations from £10 to £250, valid for 12 months, redeemable against future ticket purchases.
3. Afternoon Tea Packages: Bundled package combining show tickets with afternoon tea at The Clermont Victoria hotel, priced at £95 per person, providing premium experience revenue.
4. Merchandise: Official souvenirs and merchandise available at theatre kiosks and online store, including branded items, apparel, and collectibles.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Wicked London operates the West End production of the musical "Wicked" at the Apollo Victoria Theatre in London, running since 2006. The company sells theatre tickets for the musical, which tells the untold story of the witches of Oz based on Gregory Maguire's novel, featuring music and lyrics by Stephen Schwartz. Beyond core ticket sales, it offers gift cards, afternoon tea packages with partner hotel The Clermont Victoria, official merchandise, a backstage tour experience ("Behind the Emerald Curtain"), and an education program (Wicked Active Learning) for school groups.

Product overview

Wicked is a theatrical production company operating the award-winning musical 'Wicked' as its core product. The company offers a portfolio of ticketing and experience products including standard theatre tickets through official partners ATG Entertainment and Ingresso, gift cards in denominations from £10-£250, and premium packages combining theatre attendance with dining experiences at The Clermont Hotel. Additional offerings include education programs through Wicked Active Learning for school groups, the Behind the Emerald Curtain backstage experience, souvenir merchandise, and special anniversary celebrations like the Wicked20 event. The production runs at London's Apollo Victoria Theatre with approximately 2,000 seats across Stalls and Dress Circle levels.

Differentiator

Problem solved

Functional benefit

Products and services

• Wicked The Musical A Broadway/West End musical telling the untold story of the witches of Oz, based on Gregory Maguire's novel, with music and lyrics by Stephen Schwartz. Performed 8 times weekly at the Apollo Victoria Theatre for individual theatre-goers and tourists.
• Wicked Gift Cards

Quantifiable outcome

• One of the most successful musicals of all time with 60+ million worldwide attendees
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Theatre Works!minorOthers · 1 May 2024Charity partner providing theatre experiences for disadvantaged children. Since May 2024, Wicked has donated over £20,000 worth of tickets through Wicked Active Learning education programme.
• ATG EntertainmentcoreChannel Partner/ Reseller/ DistributorATG Entertainment owns and operates the Apollo Victoria Theatre, home of Wicked in London. Provides venue services, box office operations, and ATG Access Membership scheme for accessible bookings.
• Ingresso Group LimitedcoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Wicked Direct channel. Authorised reseller of tickets. Handles 'Book with Wicked' transactions. Located at Metro Building, 1 Butterwick, Hammersmith, London.
• TodayTixminorChannel Partner/ Reseller/ DistributorMobile ticketing partner providing 'Daily Dozen' day seat releases at £29.50 on the TodayTix app for performance-day bookings.
• Q-ParkminorOthersParking partner offering 15% discount on pre-booked parking at Q-Park Pimlico for Wicked patrons. Located at Cumberland Street, London SW1V 4LR.
• The Clermont VictoriacoreOthersOfficial partner hotel and afternoon tea provider. Located in Victoria Station (Grade II Listed railway hotel). Three-minute walk from Apollo Victoria Theatre. Offers Wicked-themed afternoon tea packages from £95.
• The Rubens at the PalaceminorOthersOfficial partner hotel located at 39 Buckingham Palace Road, opposite Royal Mews and Buckingham Palace. Five-star Red Carnation hotel offering nearby accommodation for Wicked patrons.
• StasherminorOthersLuggage storage partner with 3,500+ locations including areas near Apollo Victoria Theatre. Offers discount code 'wickedms5' for patrons.
• Anti-Bullying AllianceminorOthersCharity partner for anti-bullying initiatives. Proceeds from branded 'odd socks' purchases support ABA's Odd Socks Day during Anti-Bullying Week. Includes free teacher resources and workshops.
• Switchboard LGBTminorOthersLGBTQIA+ charity partner for Pride season fundraising. Wicked Pride Collection sales go directly to support the national support line.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Matilda the Musical (West End): Royal Shakespeare Company musical adaptation at the Cambridge Theatre — comparable literary IP source, family-friendly positioning, and active education outreach programme analogous to Wicked Active Learning.
• Les Misérables (West End): Cameron Mackintosh's iconic long-running West End musical at the Sondheim Theatre — a directly comparable established musical brand with multi-decade longevity and similar tourist-driven audience mix.
• The Lion King (West End): Disney's flagship West End musical at the Lyceum Theatre — a comparable long-running, family-friendly Broadway adaptation with similar venue scale, audience demographics, and pricing strategy.
• Tina – The Tina Turner Musical: Aldwych Theatre jukebox biographical musical — comparable recent Broadway-to-West End licensing model and similar adult-female-skewing audience and pricing structure.
• Moulin Rouge! The Musical (West End): Recent Broadway-to-West End film-to-stage adaptation at the Piccadilly Theatre — directly comparable in being a contemporary licensed adaptation of a successful film property targeting similar tourist segments.
• Hamilton (West End): Lin-Manuel Miranda's modern cultural phenomenon at Victoria Palace Theatre — a comparable premium-priced, culturally-relevant West End musical that drove a new generation of theatre-goers.
• Mamma Mia! (West End): Jukebox musical based on ABBA's catalogue — comparable IP-adaptation strategy (popular source material), broad tourist appeal, and similar pricing/discount architecture at the Novello Theatre.
• The Phantom of the Opera: Andrew Lloyd Webber's classic West End/Broadway musical — historically one of the highest-grossing musicals of all time and a structural benchmark for long-running production economics.

Broad incumbents

• Disney Theatrical Productions: Theatrical division of The Walt Disney Company producing The Lion King, Aladdin, and Frozen on the West End — a broad incumbent with overlapping family-musical positioning and global brand-extension economics similar to Wicked's.
• Cameron Mackintosh Ltd: One of the world's largest theatrical producers (Les Misérables, Phantom, Hamilton, Miss Saigon) — a broader industry incumbent whose portfolio economics, licensing approach, and West End operations overlap materially with Wicked London Production Limited.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutu.be/sZXb_1q920E
• Instagraminstagram.com/wickeduk
• Xx.com/WickedUK
• Facebookfacebook.com/WickedUK
• LinkedInlinkedin.com/company/wicked-london-production-limited

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Wicked