Official London Theatre has celebrated the return of Kids Week with a special gathering of beloved theatre characters in Leicester Square, while announcing that a number of productions have extended their participation in the scheme into September.
Launched in 1998 by the Society of London Theatre, Kids Week is the longest-running audience development initiative of its kind and has enabled more than 2.7 million theatre visits for children and families.
To mark this year’s campaign, 18 characters from productions across London and the West End assembled at the Official London Theatre Ticket Booth in Leicester Square.
Represented shows included Be Like Blippi, Brainiac Live!, ‘Come Alive!’ The Greatest Showman Circus Spectacular, Dinosaur World Live, The Enormous Crocodile, The Gruffalo Live On Stage, Harry Potter and the Cursed Child, Horrible Histories, Now You See Me Live, Six, The Tiger Who Came To Tea and Zog.
More than 190,000 tickets remain available through the promotion, which allows children aged 17 and under to attend participating productions for free when accompanied by an adult paying full price. Adults can also purchase up to two additional children’s tickets at half price, with no booking fees.
Alongside discounted theatre trips, Kids Week offers a programme of workshops, curtain calls and behind-the-scenes activities designed to introduce young people to different aspects of theatre-making.
Official London Theatre has also announced additional September availability for several productions, extending the offer beyond its traditional August period.
New September performances added to Kids Week include ‘Come Alive!’ The Greatest Showman Circus Spectacular, Disney’s Hercules, Death Note: The Musical, Hot Mess: A New Musical, Matilda The Musical, My Neighbour Totoro, Now You See Me Live, The Comedy About Spies, The Devil Wears Prada, The Gruffalo Live On Stage and Wicked.
Emma D’Souza, Kids Week founder and Executive Director (Audiences & Commercial) at Society of London Theatre & UK Theatre, said: “It’s fantastic to see so many Kids Week shows – from returning favourites to brand-new productions – coming together to celebrate this year’s campaign. These shows are just a slice of the incredible variety of London theatre available for families to enjoy this summer.
“With thousands of tickets still available, and new September tickets just released, there’s still plenty of time to make the most of Kids Week – especially if you can be flexible with dates and shows.”
The 2026 Kids Week programme includes more than 40 productions, ranging from major West End musicals and family favourites to new plays and immersive experiences. Participating shows include Cabaret, Matilda The Musical, The Play That Goes Wrong, The Producers, Stranger Things: The First Shadow, Wicked, Disney’s Hercules and My Neighbour Totoro.
Listings and ticket information can be found here.
