Imagine Theatre

What Imagine Theatre does

Imagine Theatre is one of the UK's largest pantomime producers, operating as Imagine Theatre Ltd from a Coventry headquarters and producing 21 simultaneous pantomime productions across UK theatre venues in the 2026/27 season. Founded in 2005 (originally as Tell-Tale Theatre Productions, later WISH Theatre, renamed Imagine Theatre in April 2009 when founders Steve and Sarah Boden took full ownership), the company joined Trafalgar Entertainment Group in August 2023. Its business spans two main revenue streams: (1) full-service pantomime production contracts with UK theatres — providing complete creative teams, cast, crew, sets, costumes, props, and special effects on a turnkey basis, and (2) a Hire Shop renting theatrical sets, costumes, props, special effects, and transportation to other theatres and production companies (minimum hire value £500 ex-VAT).

The company's underlying operational technology is a proprietary barcoded inventory management system that catalogues approximately 40,000 warehouse items (sets, costumes, props, special effects) with photos and measurements, linked to a central 'Current' data management software platform. This asset base, built over 25+ years and 285+ pantomimes, supports both production reuse and the Hire Shop channel. The company holds nine UK Pantomime Association Awards (from nearly 40 nominations in four years), maintains Carbon Neutral status for five consecutive years (since June 2022), and achieved Theatre Green Book Advanced status for its 2025/26 Stafford Gatehouse production. Customer-facing distribution runs through individual venue box offices, while B2B production is sold via a Hires Enquiry Form and direct enterprise relationships; secondary audiences are reached through a proprietary podcast ('Just Imagine', 130+ episodes) and active multi-platform social media presence.

Name

Imagine Theatre

Legal name

Imagine Theatre Ltd

Website

https://imaginetheatre.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Imagine Theatre is a UK pantomime production company that produces 21 simultaneous pantomimes per season for mid-market UK theatre venues, plus a Hire Shop renting its catalogued sets, costumes, props, and special effects to other producers. The company operates from Coventry, joined Trafalgar Entertainment Group in 2023, and has produced over 285 pantomimes across 25+ years.

Ownership category

akta.pro rank

Product category

Live Theatre Production

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Broadway & Commercial Theatre Productions (MPAGABAA)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB)

Keywords

• Live theatre productions
• Theatrical performance services
• Stage entertainment
• Performing arts venue
• Theatre production company

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Pantomime Production Fees: Imagine Theatre produces and co-produces pantomimes at UK theatres. Revenue is generated through production agreements with theatre venues, covering the full production including sets, costumes, props, special effects, cast, and crew.
2. Hire Shop - Sets, Costumes, Props, Special Effects: The company hires out its sets, props, costumes and special effects to theatres and production companies across the UK. Minimum hire value is £500 excluding VAT and transportation costs.
3. Junior Ensemble Casting and Child Licensing: The company manages Junior Ensemble casting for child performers across its pantomime productions, handling licensing paperwork and chaperone coordination as part of production services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Imagine Theatre's specific products and services are not documented in the provided source material. No sourced description of offerings is available.

Product overview

Imagine Theatre is a multi-award winning pantomime and children's theatre production company and one of the biggest pantomime producers in the UK. Founded in 2005 (originally as Tell-Tale Theatre Productions/WISH Theatre), the company has produced over 285 pantomimes in its history. The core product offering consists of professional pantomime and children's theatre productions performed at venues across the UK, with 21 pantomimes produced in the 2026/27 season. Supporting the production business, the company operates a Hire Shop that rents out theatrical sets, costumes, props, special effects, and transportation to theatres and production companies. Additional offerings include the Just Imagine Podcast (over 130 episodes exploring pantomime industry), Accessible Performances (BSL, audio-described, captioned, relaxed), and the Junior Ensemble children's performance program. The company also runs charitable initiatives through Imagine Cares, supporting sustainability (carbon neutral since 2022), and partnerships with Lend With Care, Shelterbox, and Great Ormond Street Hospital.

Differentiator

Problem solved

Functional benefit

Products and services

• Imagine Theatre No specific products or services are documented in the provided source material.

Quantifiable outcome

• 285+ pantomimes produced over 25+ years
• +5 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered flagship, minor and core.

• Trafalgar EntertainmentflagshipStrategic or Co-development Partner · 1 August 2023In August 2023, Trafalgar Entertainment (founded by Sir Howard Panter and Dame Rosemary Squire) announced a partnership with Imagine Theatre to unlock further growth opportunities. Trafalgar Theatres portfolio includes venues such as Glasgow Pavilion Theatre. Imagine Theatre joined Trafalgar Entertainment Group to build on its 25+ year legacy of family entertainment. The partnership enables Imagine to produce pantomimes at Trafalgar venue theatres.
• Trafalgar Entertainment (Partnership)flagshipStrategic or Co-development Partner · 1 March 2022Trafalgar Entertainment announced a panto partnership with Imagine Theatre in March 2022, covering productions at multiple venues including High Wycombe, Crewe, Hayes, and Hastings. The partnership combined Trafalgar's venue network with Imagine's pantomime production expertise.
• Lend with Care (CARE International UK)minorOthers · 1 January 2019Since 2019, Imagine Theatre has supported Lend with Care, a microfinance initiative run by CARE International UK. The partnership helps entrepreneurs in low-income countries access small business loans. Imagine Theatre has funded over 1,225 individual £15 loans, supporting 2,648 entrepreneurs and creating 1,783 jobs.
• UK Theatres (Various Venue Partners)coreChannel Partner/ Reseller/ DistributorImagine Theatre produces pantomimes at 21 UK theatre venues per season. Venues include The Hexagon Reading, Lyceum Theatre Crewe, Wyvern Theatre Swindon, De Montfort Hall Leicester, Stafford Gatehouse, Churchill Theatre Bromley, Swansea Grand, New Theatre Cardiff, Adam Smith Theatre Kirkcaldy, and others. Tickets are sold via venue box offices.
• ShelterboxminorOthersImagine Theatre is proud to support Shelterbox, a disaster relief charity. Shelterboxes have been sent all over the world supported by Imagine Theatre.
• Great Ormond Street HospitalminorOthersImagine Theatre supports Great Ormond Street Hospital via productions of Peter Pan. The company has raised well over £250,000 to date.
• UK Theatre Green BookcoreStrategic or Co-development PartnerImagine Theatre is working in partnership with the UK Theatre Green Book to support and grow its sustainability programme. The partnership provides a framework for measuring and formalising sustainable production practices. Imagine achieved Advanced status under the Theatre Green Book for Sleeping Beauty at Stafford Gatehouse Theatre.
• PGH Scenic Workshop (Paul Hulston)minorStrategic or Co-development PartnerPGH Scenic Workshop, led by Paul Hulston, built full or part pantomime sets for the company from 2001 onwards as an on-site partner in the Coventry warehouse.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Others

• Trafalgar Entertainment: Strategic parent company of Imagine Theatre since August 2023, founded by Sir Howard Panter and Dame Rosemary Squire. Not a competitor but the integrating entity for venue partnerships and group strategy decisions affecting Imagine's future.

Direct peers

• Evolution Productions: UK pantomime and theatre production company producing shows at regional venues. Directly comparable as a UK pantomime producer targeting the same mid-market venue base.
• Qdos Entertainment: Qdos is the UK's other dominant pantomime producer and is also part of the Trafalgar Entertainment Group. It is the closest direct competitor to Imagine in scale, business model (full production packages + asset hire), and customer base (UK regional theatres).
• Selladoor Productions: UK-based producer of musicals, plays, and pantomimes for touring and regional theatres. Directly comparable production model and venue-customer profile, although with a smaller dedicated pantomime footprint than Imagine.
• Tall Stories: UK theatre company producing family and children's theatre including touring shows such as The Gruffalo. Comparable in family-theatre production expertise and touring-to-UK-venues model, with overlap on children's audience development.
• Paul Holman Associates: Long-established UK pantomime producer producing and co-producing shows at regional theatres. Comparable in offering full production services to UK venues and competing for the same Christmas season slots.
• Bill Kenwright Ltd: One of the UK's largest commercial theatrical producers, producing West End and touring productions including pantomimes. Comparable in producing-and-touring business model and in supplying full production packages to UK regional venues.

Broad incumbents

• Ambassador Theatre Group (ATG): UK's largest theatre operator, owning and operating major regional venues. Relevant as both a potential customer (venue partner) and competitive threat via vertical integration of venue ownership with in-house production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCZ
• Facebookfacebook.com/imaginetheatre
• Instagraminstagram.com/imaginetheatre
• Xx.com/Imagine_Theatre

Revenue estimate

Valuation estimate

Number of profiles

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 Imagine Theatre