What Theatr Iolo does

Theatr Iolo is a Cardiff-based, registered UK charity (Theatr Iolo Ltd, charity number 1067810) producing live theatre for children and young audiences in Wales and beyond. Its portfolio comprises touring productions such as Owl at Home, HOOF!, Baby, Bird & Bee and Tidy/Taclus, alongside current-season productions including Coblyn (a co-production with Kitsch n Sync and Hijinx) and seasonal work such as The Merry Adventures of Maid Marian. The company also operates the Playhouse Cymru school participation programme, runs bespoke workshops for schools, and has expanded into digital audio with the Annwn podcast.

From a technical standpoint the company's product is live performance, with productions combining puppetry, original music, audio description and British Sign Language interpretation; it is not a technology business and has no proprietary software, AI/ML features, or API surface. Distribution is event-driven: shows tour to theatre venues (Sherman Theatre, Gilded Balloon at Edinburgh Fringe), to festivals, and into schools, with international touring packs offered for remounted shows (HOOF!, Owl at Home, Tidy/Taclus).

The business model rests on three revenue streams: ticket sales and touring-licensing fees paid by presenting theatres and festivals (one-time licensing character); fees from schools for performances, workshops and participation programmes (professional services); and donations and charitable funding, with Arts Council Wales and the Welsh Government as core institutional funders alongside public donations. The customer base is primarily families with young children and primary/secondary schools across Wales, with theatres and festivals acting as channel partners. The organisation is small, operationally co-located with Chapter Arts Centre in Cardiff, and currently led by Executive Director Michelle Perez.

Name

Theatr Iolo

Legal name

Theatr Iolo Ltd

Website

https://theatriolo.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Theatr Iolo is a Cardiff-based UK charity producing and touring live theatre for young audiences in Wales and beyond, serving families, schools, and theatre venues through productions like Owl at Home and Coblyn, school participation programmes, and bilingual Welsh-English content.

Ownership category

akta.pro rank

Product category

Children's Theatre / Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111), Other Performing Arts Companies (711190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Children’s & Youth Theatre (MPAGABAE)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Puppetry & Marionette Theatre (MPAGABAK), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Keywords

• Children's theatre
• Touring productions
• School workshops
• Puppetry performance
• Accessible theatre

Headquarters

HQ city

Cardiff

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, Others

Revenue model

1. Ticket Sales and Touring: Revenue from ticket sales at theatre venues and touring production fees charged to presenting theatres and festivals.
2. School Programmes: Fees from schools for performances, workshops, and participation programmes.
3. Donations and Charitable Funding: Donations from the public and funding from Arts Council Wales, Welsh Government, and other institutional funders to support operations and productions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Theatr Iolo creates and tours original theatre productions designed specifically for children and young audiences, combining live performance, puppetry, and original music. The company operates touring shows (Owl at Home, HOOF!, Baby Bird & Bee, Tidy/Taclus), seasonal productions (Coblyn, The Merry Adventures of Maid Marian), an audio podcast series (Annwn), and school engagement programmes (Playhouse Cymru, workshops, and curriculum-linked performances). Productions are designed to be remounted and toured to venues, festivals, and schools in Wales, the UK, and internationally.

Product overview

Theatr Iolo is a children's theatre company based in Cardiff, Wales, that creates memorable, bold, and imaginative productions for young audiences. The company's portfolio consists of touring theatre productions (such as Owl at Home, HOOF!, Baby Bird & Bee, and Tidy/Taclus), a podcast series (Annwn), school participation programmes (Playhouse Cymru), and current season productions. Their touring productions are available for remounting and touring both domestically and internationally, with accompanying tour packs. The company also offers workshops, resources, and educational programmes for schools across Wales and beyond.

Differentiator

Problem solved

Functional benefit

Products and services

• Coblyn A current children's theatre production created in collaboration with Kitsch n Sync and Hijinx, running as part of Theatr Iolo's 2026 season for young audiences and families.
• Annwn A weekly podcast production from Theatr Iolo, providing audio storytelling content for children and young audiences.
• Owl at Home A children's theatre production based on Arnold Lobel's illustrated book, adapted for the stage by Rina Vergano and Theatr Iolo, featuring original music and exploring themes of friendship and imagination. Age guidance: 5 years and above. Available for international touring.
• The Merry Adventures of Maid Marian A seasonal children's theatre production in Theatr Iolo's 2026/27 season.
• HOOF! An outdoor touring theatre production about three little deer who discover an abandoned theatre in the woods, performed using Theatr Iolo's travelling theatre. Suitable for all the family. Available for international touring.
• Baby, Bird & Bee An early years touring theatre production for babies aged 6-18 months, created by Sarah Argent and Kevin Lewis, featuring a gardener character who interacts with babies, birds, and bees in a garden setting.
• Tidy / Taclus A bilingual touring production based on Emily Gravett's children's book, using puppets and original music to tell a gentle cautionary tale about environmental themes. Age guidance: ages 3-7. Available for international touring.
• Playhouse Cymru 2025/26 An annual participation project offering new dramas for large casts to perform in their local theatre as end-of-year school shows, including teacher support materials. Delivered in partnership with Glan yr Afon / Theatr a Chanolfan Gelfyddydau and Theatr y Parc a'r Dâr, alongside UK-wide collaborators including Theatre Royal Plymouth, York Theatre Royal, Landmark Theatres, Sheffield Theatres and CAST.
• Schools Workshops and Talks Bespoke creative workshops and talks delivered directly to schools across Wales and beyond, created in alignment with school curricula.

Quantifiable outcome

• Productions toured internationally and across the UK

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Chapter Arts CentrecoreStrategic or Co-development PartnerCardiff-based arts centre providing administrative offices and venue partnership for Theatr Iolo.
• Glan yr Afon / Newport LivecoreStrategic or Co-development PartnerPartnership with Theatr a Chanolfan Gelfyddydau Glan yr Afon in Newport for Playhouse Cymru programme delivery.
• Parc a'r Dâr / RCT TheatrescoreStrategic or Co-development PartnerPartnership with Theatre y Parc a'r Dâr in Treorci for Playhouse Cymru 2025/26 programme.
• Playhouse Cymru Network (Theatre Royal Plymouth, York Theatre Royal, Landmark Theatres, Sheffield Theatres, CAST)coreStrategic or Co-development PartnerUK-wide collaboration creating new plays for large cast to perform in local theatres as their end-of-year show.
• Kitsch n SyncminorStrategic or Co-development PartnerCo-production partner for the Coblyn production (28 February - 31 August 2026).
• HijinxminorStrategic or Co-development PartnerCo-production partner for the Coblyn production alongside Kitsch n Sync.
• Sherman TheatrecoreChannel Partner/ Reseller/ DistributorCardiff venue hosting Owl at Home performances on 1 August 2026 with full box office integration.
• Gilded BallooncoreChannel Partner/ Reseller/ DistributorEdinburgh Fringe venue hosting Owl at Home performances (15-30 August 2026) with box office integration.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Theatre Wales: Wales's national English-language producing theatre, creating work across Wales with some family/young people's programming. Comparable as a broader Welsh theatre peer sharing the same funding ecosystem.
• Bristol Old Vic (Young People's Programme): Major regional theatre with a strong family and schools programme in the south-west of England. Comparable as a regional incumbent working in TYA and schools markets geographically adjacent to Theatr Iolo's touring territory.
• Birmingham Repertory Theatre (Children's Programme): Major UK regional theatre with a substantial children's and young people's programme. Comparable as a larger incumbent producing work for young audiences alongside its adult programming.

Direct peers

• Unicorn Theatre: London's leading theatre for young audiences, producing and touring original work for children aged 2+. Closely comparable as a year-round TYA producing house with strong education programming and an in-house venue.
• Polka Theatre: London-based theatre company dedicated exclusively to children and young audiences, producing a year-round programme of productions, participation, and learning. Highly comparable as a UK TYA specialist with similar dual family/school audience model.
• Hijinx Theatre: Welsh touring theatre company working with learning-disabled and non-disabled performers to create inclusive work. Comparable as a direct co-production partner on Coblyn and as a Welsh TYA peer with shared accessibility DNA.
• Little Angel Theatre: London-based puppet and object theatre for children. Directly comparable on the puppetry/live performance axis, as Theatr Iolo also integrates puppetry (e.g., Tidy/Taclus) into its productions.

Others

• Chapter Arts Centre: Cardiff arts centre hosting Theatr Iolo's administrative offices and providing venue partnership. Comparable as the Cardiff arts ecosystem partner and Welsh-language cultural programming venue.

Regional players

• Theatre Royal Plymouth: Major regional producing venue and Playhouse Cymru network partner delivering school participation work. Comparable as a regional venue/partner operating in the same TYA touring ecosystem.
• Sherman Theatre: Cardiff-based producing theatre hosting Theatr Iolo productions and producing its own family/children's work. Comparable as a Welsh venue partner and fellow Welsh-language children's programming producer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/theatriolo
• Facebookfacebook.com/theatriolo

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Theatr Iolo