Pyjama Drama
Pyjama Drama is a UK-founded, family-owned franchise network established in 2005 that delivers child-led drama and imaginative play programmes to children aged 6 months to 7 years via licensed franchisees serving nurseries, primary schools, parents, and educators across more than 30 UK territories and six countries.
- Company typePrivate
- Founded2005
- HeadquartersNewport, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Pyjama Drama does
Pyjama Drama is a UK-based children's education company founded in 2005 by Sarah Owen (and operated jointly with her sister and co-director Rachel McKenna) that delivers drama and imaginative play programmes to children aged 6 months to 7 years. Its core offering is a child-led methodology built around singing, role-play, and interactive storytelling using only small brightly-coloured play cloths as props (no costumes or specialist equipment), structured around imaginary worlds where children drive the narrative. The company has codified its approach into two flagship curricula — 'Dip into Drama', an EYFS (Early Years Foundation Stage) aligned package of 78 lesson plans plus prerecorded training for preschools, and 'Stand Up and Act Out', an anti-bullying programme for Primary Schools that develops 'Upstander' behaviour. The business is run almost exclusively through a franchise model: prospective franchisees pay a one-time fee (standard £10,800, with a promotional £6,000 offer including a £600 deposit) and receive training, brand access, curricula, and ongoing support to deliver classes, interactive performances, and themed birthday parties in an exclusive territory.
Revenue is generated from two layers: (a) the franchisor captures one-time franchise licence fees, and (b) franchisees earn recurring income from public classes paid for by parents/carers of young children, contracted weekly sessions delivered in nurseries and primary schools, themed birthday parties, and educator training (both in-person and online via a Teachable-hosted catalogue with some content also on MyCPDGroup). The company serves three primary segments — parents and carers of young children (B2C classes/parties), nurseries and preschools (B2B curriculum delivery and EYFS-aligned enrichment), and primary schools (B2B anti-bullying curriculum and drama workshops) — with franchisees as a secondary distribution-customer segment. Operations cover 30+ UK territories and international markets including Australia, Malaysia, the Netherlands, the USA (California), and India; the franchisor itself remains a lean, family-owned entity with no external investment, patents, or technology platform beyond standard website, blog (114+ articles), Trustpilot presence, and social media accounts.
Pyjama Drama firmographics
Firmographics- Name
- Pyjama Drama
- Legal name
- Pyjama Drama
- Website
- https://pyjamadrama.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pyjama Drama is a UK-founded, family-owned franchise network established in 2005 that delivers child-led drama and imaginative play programmes to children aged 6 months to 7 years via licensed franchisees serving nurseries, primary schools, parents, and educators across more than 30 UK territories and six countries.
- Ownership category
- akta.pro rank
Pyjama Drama industry classification
Industry- Product category
- Children's Educational Services
- NAICS
- Fine Arts Schools (61161), Sports and Recreation Instruction (611620)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Play-Based Early Learning Academies (EDACADAE)
- akta.pro secondary industries
- Kids Party Entertainment (Clowns, Magicians, Characters) (HSACACAG), Children’s & Youth Theatre (MPAGABAE), Parent–Child Play & Interaction Programs (EDACALAF)
Keywords
Where Pyjama Drama is headquartered
LocationHeadquarters
- HQ city
- Newport
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Pyjama Drama business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Franchise fees: Franchisees pay a one-time franchise fee to join the network, which grants them access to the brand, training, curricula, marketing materials, and ongoing support. The standard fee is £10,800, with a half-price offer of £6,000 (including £600 deposit and £5,400 balance).
- Public classes and performances: Franchisees and the company offer public drama classes for children aged 6 months to 7 years, as well as interactive performances. Parents and carers book and pay for these sessions.
- Birthday parties: Pyjama Drama offers themed birthday party entertainment for children, booked and paid for by parents.
- Nursery and school contracts: Franchisees deliver regular weekly or one-off sessions within nurseries and primary schools under contracted arrangements with those settings.
- Training for educators: Pyjama Drama offers in-person training for early years settings and school teams, as well as online training courses through their Teachable platform. These are sold to teachers and practitioners as professional development.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Full franchise (standard) |
| One time/ perpetual license | Multi-year contract | Full franchise (half-price promotional offer) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Pyjama Drama product offering
Product offeringCore offering
Pyjama Drama delivers drama and imaginative play sessions for children aged 6 months to 7 years through a UK-based franchise network. Franchisees run public classes, interactive performances, and themed birthday parties for parents and carers, while also contracting into nurseries and primary schools. The company additionally sells structured curricula (including the EYFS-aligned 'Dip into Drama' and the anti-bullying 'Stand Up and Act Out' programme) and in-person and online training for educators and parents.
Product overview
Pyjama Drama is a children's education franchise business offering a portfolio of drama and imaginative play programs. The core offering consists of live classes organized by age group (Raindrops for ages 2, Rainbows for ages 3.5+, and Sunbeams for ages 5-7), interactive theatre performances, and birthday party entertainment. The company also provides structured curricula including 'Dip into Drama' (an EYFS curriculum with 78 lesson plans for preschools) and 'Stand Up and Act Out' (an anti-bullying program for Primary Schools). Professional development services include in-person training for early years settings and schools, online training via a Teachable platform, and dedicated courses for parents and carers. The business operates primarily through a franchise model, enabling independent operators to deliver Pyjama Drama programs in their local territories.
Differentiator
Problem solved
Functional benefit
Brands
- Dip into Drama: An award-winning curriculum for preschools with 78 easy-to-follow lesson plans and prerecorded training.
- Stand Up and Act Out
Products and services
- Pyjama Drama Classes Live drama and imaginative play classes for children aged 6 months to 7 years, organized into age-specific groups: Raindrops (age 2), Rainbows (age 3.5+), and Sunbeams (age 5-7). Classes are delivered by franchisees in nurseries, schools, and public settings.
- Interactive Performances Live interactive theatre shows for children aged 3-7, including themed pantomimes (e.g., Robin Hood) where audience members take on roles, sing songs, play games, and participate in the story.
- Birthday Parties Adventure-themed birthday party entertainment for children, including first birthday parties and parties for older children, delivered by Pyjama Drama franchisees.
- Dip into Drama Award-winning EYFS curriculum for preschools containing 78 easy-to-follow lesson plans with prerecorded training. Enables any practitioner, regardless of drama experience, to deliver imaginative play and work toward early learning goals.
- Stand Up and Act Out Anti-bullying curriculum for Primary Schools that uses drama techniques to nurture inclusive behavior, teaching children to be Upstanders with confidence, skills, and vocabulary to stand up for themselves and others.
- In-Person Training Face-to-face professional development training for early years settings and school teams, delivered by Pyjama Drama experts. Covers drama techniques, imaginative play integration, and developing children's life skills.
- Online Training Digital training courses for educators and practitioners to learn how to deliver drama and imaginative play activities, accessible through the Teachable platform.
- Training for Parents and Carers Courses teaching parents and carers how to lead drama games and imaginative play with their children at home.
- Pyjama Drama Franchise Licensed business opportunity enabling entrepreneurs to run Pyjama Drama classes in their local territories. Franchisees receive training, curriculum materials, marketing support, and ongoing guidance from head office.
Quantifiable outcome
- Nearly 80% of UK franchisees reported being satisfied or very satisfied with their income
- +4 more outcomes
Companies that use Pyjama Drama
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles5 records
Pyjama Drama technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pyjama Drama partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Sue Atkins (The Parenting Expert)minorSue Atkins, a parenting coach and the Parenting Expert for ITV's This Morning, BBC Radio, Disney Junior, and Good Morning Britain, partnered with Pyjama Drama to act as a 'critical friend' and guest at the launch of Pyjama Drama's new parents' course. The partnership leverages Sue's expertise to validate and promote the company's parent-focused training programme. Pyjama Drama had been hosting its courses on the MyCPDGroup platform.
- Children's Play Village (Warwick)minorThe Children's Play Village is a play venue with ten exciting play areas. Their Play Makers use Pyjama Drama techniques and activities to bring the village to life. Pyjama Drama co-founder Sarah spent three days in Warwick training the Play Makers. This is a non-exclusive strategic relationship where Pyjama Drama's methodology is integrated into the partner's operations.
Scale indicators7 records
Recent moves11 records
Expansion highlights5 records
Pyjama Drama competitors and assessment
Company assessmentDirect peers
- Helen O'Grady Drama Academy: International drama academy franchise running after-school classes and holiday programmes for children. Closely comparable in mission, curriculum-driven delivery, and franchise-led global footprint.
- Monkey Music: Long-running UK music class franchise for children from birth to school age. Direct peer in early-years activity franchising with similar class-based, nursery-partnered distribution.
- Tumble Tots: Established UK pre-school physical activity franchise for children from 6 months to school age. Comparable franchise structure, age range, and class-based delivery to nurseries and parents.
- Jo Jingles: UK music and movement class franchise for pre-school children, often delivered in nurseries. Closely comparable in delivery setting, target age, and franchise-led school/nursery contracts.
- Razzamataz Theatre Schools: UK performing arts franchise for children and teens offering drama, dance, and singing classes. Comparable in target audience, franchise structure, and school partnership model.
- Sing and Sign: UK baby-signing class franchise for parents and very young children. Comparable franchise model, age-segment overlap (babies and toddlers), and nursery-partnership GTM.
- Baby Sensory: UK-originated baby and toddler class franchise with structured weekly programmes. Comparable franchise economics, target age range (overlapping at 6 months–2 years), and parent-facing class delivery model.
- Little Kickers: UK children's football activity franchise for ages 18 months to 7 years. Comparable franchise model, age-segment overlap, and nursery/school partnership distribution despite the sport (rather than drama) focus.
- Stagecoach Performing Arts: One of the largest UK children's performing arts franchises, offering drama, singing, and dance classes for children. Direct competitor in the kids' drama franchise category with a similar franchise-led B2B/B2C model.
Broad incumbents
- Gymboree Play & Music: Internationally scaled early-years play, music, and sensory class franchise. Broad incumbent with overlapping curriculum-driven early-years programming but broader portfolio beyond drama.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pyjama Drama social profiles
Digital presencePyjama Drama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pyjama Drama leadership team
Management profileNumber of profiles
Profiles2 records
Pyjama Drama funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pyjama Drama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pyjama Drama
What does Pyjama Drama do?
Pyjama Drama delivers drama and imaginative play sessions for children aged 6 months to 7 years through a UK-based franchise network. Franchisees run public classes, interactive performances, and themed birthday parties for parents and carers, while also contracting into nurseries and primary schools. The company additionally sells structured curricula (including the EYFS-aligned 'Dip into Drama' and the anti-bullying 'Stand Up and Act Out' programme) and in-person and online training for educators and parents.
Is Pyjama Drama a public or private company?
Pyjama Drama is a private company. It is classified as family owned and is currently operating.
When was Pyjama Drama founded?
Pyjama Drama was founded in 2005. It employs 11 to 50 people.
Where is Pyjama Drama based?
Pyjama Drama is headquartered in Newport, United States, in the North America region.
How does Pyjama Drama make money?
Five revenue lines are on record. Franchise fees are the primary driver. The others are public classes and performances, birthday parties, nursery and school contracts and training for educators.
Who are Pyjama Drama's main competitors?
Direct peers on record are Helen O'Grady Drama Academy, Monkey Music, Tumble Tots, Jo Jingles, Razzamataz Theatre Schools, Sing and Sign, Baby Sensory, Little Kickers and Stagecoach Performing Arts. Gymboree Play & Music is listed as a broad incumbent.
Does Pyjama Drama have an API?
No public API is recorded for Pyjama Drama.
What industry is Pyjama Drama in?
Pyjama Drama's product category is Children's Educational Services. Its primary akta.pro industry code is EDACADAE, Play-Based Early Learning Academies, with a secondary code of HSACACAG, Kids Party Entertainment (Clowns, Magicians, Characters). Its NAICS code is 61161 and its SIC code is 7900.