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Madame Tussauds: Brand History and Products case study for levels 1, 2 and 3

The Madame Tussauds brand currently operates within the Merlin Entertainment Group’s Midway Attractions Division. Case Study Content This case study includes: •

Information about products and services at Madame Tussauds London


Recent history and development of the Madame Tussauds brand

Suggestions for Classroom Activities The case study provides information relevant for a variety of Leisure/Leisure & Tourism qualifications. It provides a basis for classroom discussions or for learning activities for individuals, pairs, groups or the whole class. The case study is a useful starting point for additional research. The content can be linked to topics such as investigating Leisure organisations, travel geography and marketing. Here are some ideas as the basis for student activities: 1.

List all the places in the world where there is a Madame Tussauds. You may need to do some additional research to find out if any new Madame Tussauds attractions are due to open or have opened recently.


Using a world atlas, map, internet or other source, locate each Madame Tussauds on your list. Note the key features of each location such as the country, continent, inland/by the sea, size, main transport routes.


Using the information gathered for task 2, identify the main reasons why each place was chosen as the location for a Madame Tussauds attraction. Do the locations have anything in common?


What Madame Tussauds offers to visitors has changed over the years. Explain why new products and services are introduced regularly. What are the main influences on the choices of new products and services?

MADAME TUSSAUDS, LONDON Everyone knows the world-famous Madame Tussauds in London. It has been one of London's most visited tourist attractions since Madame Tussaud first settled her wax work exhibition in Baker Street, London, in 1835. Products and Services The crowds that today queue outside the current site in Marylebone Road, where the exhibition moved in 1884, demonstrate that everyone also knows that Madame Tussauds is constantly developing. The red ropes used in the past to separate customers from the exhibits are gone. Tussauds has been transformed to deliver a thrilling interactive experience as well as the traditional close encounters with amazingly lifelike wax celebrities. Visitors are fully immersed in the worlds of celebrity, politics, history, music, film and sport. They are able to ‘meet’ the characters featured and have their photograph taken with him or her. Along with immersive themed entertainments, imaginative use is made of stateof-the-art technology to bring visitors a truly ground-breaking and contemporary experience. An all-time favourite – the Chamber of Horrors Located deep within the Chamber of Horrors is an inner-chamber where things take an even scarier turn. Here, a maximum-security prison has been taken over by the greatly disturbed inmates. Live and on the loose, their mission is to give visitors nightmares.

“Should you decide to enter the Chamber, first warm up those vocal chords to ensure your screaming ability is at its height. Of course, no one is going to come to your aid..... Pass through an archway with the declaration "Abandon all hope All ye who enter here!". Hear the death knell toll. Jump as you enter the cage and the door

screeches shut behind you, locking you in. Your heart starts pumping, your palms become sweaty. Can you make it out of the other side of the cellblock without succumbing to a psycho killer? They'll leap out at you when you least expect it and create chaos in your path.” 2008 – Blush Experience the glittering world of fame in 'Blush', our interactive A-list party. Now even more cool and contemporary, 'Blush' has received an exclusive red carpet make over and is boosting a streaming video backdrop with exclusive video footage and a funky new disco-lit dance floor - creating the perfect setting for the hottest celebrity venue in town!

Your name is guaranteed to be on the list at 'Blush' so party like the Beckhams and mingle with Hollywood's finest. Leonardo DiCaprio, Nicole Kidman and Orlando Bloom are all on the red carpet waiting for you! Then hang out with Hollywood 'lovelies' Drew Barrymore and Cameron Diaz, before talking to Big Brother in the only diary room outside the Big Brother house. You'll have a starstudded day at Madame Tussauds! Where else can you go backstage at an all-star celebrity party, give the world's leaders a piece of your mind, dance in the Music Zone, and suffer the torments of the notorious Chamber of Horrors, and much more – all in a couple of fun-packed hours?

Madame Tussauds, London, continues to provide entertainment, magic and wonder for visitors, just as it has for nearly 200 years. For further information visit:

MADAME TUSSAUDS LONDON - RECENT HISTORY 2007 Starting the year off in style a brand new figure of Kylie Minogue was launched in January. Kylie is an icon and this was her fourth figure. Following from Kylie, the first ever figure of Kate Moss was welcomed to Madame Tussauds. The figure is set within an atmospheric photo studio and guests can pose with Kate to be on their very own magazine front cover.

Bollywood returned to Madame Tussauds in April with a visit from Indian cinema superstar Shah Rukh Khan. Thousands of people came from far and wide to catch a glimpse of the man himself unveiling his figure. Fans can appear in their very own Bollywood billboard poster with the figure of King Khan.

In May 2007 the Tussauds Group became part of the Merlin Entertainments Group. October 2007 – the development of the Madame Tussauds brand internationally continued with the opening of Madame Tussauds in Washington DC.

After a million pound refurbishment, the new World Stage area of Madame Tussauds London opened with a glittering party. The new area has a fully interactive Sport Zone where visitors can putt a hole with Tiger Woods, umpire a tennis match with Boris Becker or take a virtual penalty watched over by a wealth of sporting heroes.

The World Stage also showcases the Royal family and world leaders and has a fantastic new music zone where guests will find Justin Timberlake, Christina Aguilera, Robbie Williams and Britney Spears.

2006 In a jam-packed year Madame Tussauds London welcomed the figure of football superstar Wayne Rooney to the attraction amid world cup fever.

In May 2006, Madame Tussauds Shanghai opened.

The summer brought another Big Brother to UK TV screens and the Big Brother diary room came to life with visitors who faced the questions and were able to take a DVD away with their experience in the gold chair. July saw the launch of the Pirates of the Caribbean experience with amazing figures of Johnny Depp, Orlando Bloom and Kiera Knightley. The Black Pearl was brought to life in an atmospheric experience, and guests could take the pirate oath with Captain Jack Sparrow himself. Bringing the year to an end Madame Tussauds was graced by the presence of the glamorous Christina Aguilera, wearing a stunning vintage gown.

2005 Madame Tussauds London started rocking with a new show ‘Air Guitar Star’ starring The Darkness’ Justin Hawkins. Guests are taught air guitar moves and battle it out to become the top Rock God! Guests are invited to try and put a twinkle in the eye of the new Robbie Williams figure, made because the previous figure was literally ‘worn out’ from the overattention of eager fans! 2004 More new interactive attractions opened. In ‘Divas’, starring Beyonce, Britney and Kylie, guests are taught dance moves and perform on stage with feedback on their performance from Beyonce via video link. ‘Bollywood for Beginners’ opened with the new figure of Aishwariya Rai and guests get to perform in a scene from the film ‘Bride & Predjudice’. ‘Marry me George’ saw guests getting the chance to have a dinner date with Mr Clooney and trying out their best chat-up lines – they are rewarded with either a diamond engagement ring or the bill for dinner! 2003 Tussauds collaborated with Disney to create a Treasure Planetarium attraction, and with Universal Pictures to create The Hulk attraction. ‘The Chamber - Live!’ gave a new injection of fear to the Chamber of Horrors. 2002 Madame Tussauds started to introduce exciting new interactive attractions where guests get to feel what it is like to be famous. In the ‘Goal!’ attraction guests step into the moment when David Beckham prepares to take the 93rd minute free kick that leads England into the World Cup. His figure is created with a beating heart. After a sitting at Buckingham Palace, Queen Elizabeth II’s 22nd figure was created for a Golden Jubilee attraction at Madame Tussauds. The ropes surrounding the Royal Family were taken away forever, with guests being invited to have a personal ‘Audience with The Queen.’

2000 and 1999

Madame Tussauds New York opened in 2000, featuring the city's 'Movers and Shakers', alongside a whole world of stars. Madame Tussauds Hong Kong was also launched, featuring over 100 wax figures of internationally-known personalities and local celebrities. The year before, in 1999, Las Vegas got its own Madame Tussauds, showcasing American superstars and Hollywood legends.

1996 A bigger, better, more chilling than ever Chamber of Horrors opened at Madame Tussauds, London. 1995 Madame Tussauds London’s linked attraction, the London Planetarium, was reopened after a £4.5 million redevelopment, including the installation of the worldleading Digistar II Star Projector.

Now called the Stardome at Madame Tussauds, and with a new show, the intense visual effects contribute to the pleasure of the experience. As the saucers, stars and galaxies fly by, the audience is treated to a genuine sensation of hurtling through space with a bizarrely comical collection of extra-terrestrials.

1993 The Spirit of London, a spectacular animatronic ride, arrived at Madame Tussauds London.

1981 Madame Tussauds Amsterdam expanded their collection and moved to celebrated Dam Square right in the heart of the city. 1971 A new Madame Tussauds opened its doors in the Kalverstraat, Amsterdam, returning to the continent for the first time since 1817 when the original Madame Tussaud toured with her exhibition.

For further information visit:

Madamet Tussauds Brand History and Products Case Study  
Madamet Tussauds Brand History and Products Case Study  

Madame Tussauds: Brand History and Products case study - for levels 1, 2 and 3 An all-time favourite – the Chamber of Horrors Located deep w...