Show Merchandise & Souvenirs

Over the past 30 years Global Marketing Group Ltd (GMG) has been responsible for the merchandising of some of the most successful events and theatre shows across the globe; creating merchandise solutions tailored to our client’s needs.

The company has created merchandise for hits such as MAMMA MIA!, The Bodyguard, Wicked, CATS, Spamalot, Buddy, Grease, Chicago, Legally Blonde, Billy Connolly, Vanessa Mae, The Shadows, The Full Monty, Joseph and the Amazing Technicolor Dreamcoat, The BBC’s CBeebies Live Arena Tours, The Olympia International Horse Show, The Isle of Wight Festival, The Royal Windsor Horse Show, The Witches of Eastwick, Scooby Doo, LazyTown Live and Thomas the Tank Engine and FriendsFest.

Here at GMG it always has been and always will be about the brand. At the heart of all we do, our main aim is to take your brand and make it merchandisable beyond the theatre or event ticket.

People love to take home mementos of their experience of a show and that’s where we come in. We invest our time and energy in the study of your show to establish brand values as well as common and popular underlying themes that can be built on to create memorable merchandise, from the humble fridge magnet to the utterly unique green plush monkey (see Wicked).

It doesn’t end there though, as part of Global Marketing Group Ltd, we have a wealth of resources at our disposal, including manufacturing and textile factories, warehouse storage and dispatch facilities, print and design department, accounting and project management services and much more. With GMG on board, your brand is in safe hands.

Retail Stores, Sales Kiosk Design and Management

Our Theatre team work closely with venues to ensure that sales kiosks, selling spaces and programme stands are appropriately eye catching, through meticulous planning and design.

From fully branded static kiosks for West End shows to pop-up banners for touring theatre, no sales point should go unnoticed…

Our creative teams can create retail sites and displays to service the whole venue. We ensure that show branding is utilised in the displays and point of sale materials. We will also investigate potential avenues for getting merchandise into other retail environments, such as local and national stores as required.

GMG staff also constantly monitor the in-venue spends per heads and look at ways to increase these as much as possible, for example through product combo deals and drinks offers on tours. We constantly review sales and test new innovative ideas to get the best revenue from each venue.

We make a habit of being present at all press nights and opening nights to ensure that the merchandise is displayed professionally and smartly in front of audiences and also visit venues frequently to help set up displays and train staff.

In addition to the regular visits we work closely with every venues front-of-house teams on tour venues sharing photographs of sales points and offering feedback and guidance to monitor the visual impact of products in their unique theatre spaces. In doing so we keep the standard of presentation consistent across all venues across the shows tour schedule, locally and internationally.

GMG also hold the vending concessions at the Dubai Opera and Solaire in Manila. Here our very own staff teams run the shop selling our own merchandise as well as any from touring productions travelling to these locations.

Souvenir Brochure Design & Print

Our Studio team utilise cast and creative bios, production and rehearsal imagery and generate brand new content to give you the ultimate show keepsake.

Often the core piece in any merchandise range, a large portion of merchandise sales will be attributed to the souvenir brochure, making it a real must-have.

We'll lead you through a simple process of information gathering and then work our magic, updating you at regular intervals for input and approvals. If you think you have no content or budget, you may be pleasantly surprised as to what we can create within the strictest of limitations.

We will arrange the print and distribution of brochures, along with any cast or theatre inserts required, direct to the event venue/s throughout the duration of the show.

We'll always put special consideration into maerials to make sure the weight and feel of the brochure is appropriate to the style of show and we have a range of special finishes we can apply to covers to make them unique and eye catching.

Theatre Shop and Online Service

Our exclusive Theatre Shop platform, built in-house, provides an accessible and trusted platform for us to deliver web-based sales and gives us unique environment to cross-sell, promote and advertise our clients products.

Each shows webshop has the ability to link directly to the main show website as well as social media partners and retail and promotional partners. Alternatively, if required, a stand-alone webshop can be developed to support online activity independently.

Our webshop creates a unique atmosphere giving the customer a tangible shopping experience from any location on the map. The same logistics solutions set up to deliver products to venues operates for our online sales offering a direct door to door delivery service, including after sales service and support.


Bespoke Product Design

With in-house design services in the UK, China and the Philippines we can facilitate the creation and development of any product from its initial concept stage with our creative designers, to approval and refinement with license holders and then physical sample and mass production, all from core location.

We have offices located in the heart of the manufacturing hub of China offering access to many specialised products which give our merchandise ranges something special above expected or generic. Whether you are looking to build a brand from the ground up or looking to expand on what you already have, we are well equipped to assist and guide you through the process.

Full Service Logistics


Our office is set up to distribute and track inventory to any location around the world as well as collect payment for all inventory sold. This includes all approved retail outlets and internet sales as well.

We are able to make our products available to any and all mutually agreed and approved retail outlets.


Across Europe we house and dispatch all merchandise from our 20,000sq/ft warehouse in Wiltshire. For Asia the fulfilment is run out of our Shenzhen warehouse and in the US and Australia our local partners are equipped to manage similar operations on our behalf.

Our staff at the warehouse provide a pick and pack service for our wholesale and internet customers as well as real time stock analysis and inventory management needed to stay on top of the supply of goods according to consumer demand.


Our operational teams are easily able to generate sales reports in a format that is tailored to your needs and will provide sales reports and royalty payments on an agreed basis. This includes an analysis of the sales trends and customer purchase behaviour at each location and each unique retail environment. Photographs of each venue set up are included to paint a clear picture of the sales performance of the merchandise offering for each show.

Our Clients