So many times, you read the book and then Hollywood make the film. The usual cliche is that the ‘film wasn’t as good as the book’.

So what about when the book goes to the stage?

Couldn’t help thinking this at the Gruffalo today. An amazing story and so well told. Last year, the BBC delivered a decent animated film with an all-star cast.

I actually saw my son struggling to truly enjoy the on-stage performance.

One factor is that it has to include twisted charaterisations and many additions to take a 10 minute read into an hour show.

So when you’re managing an entertainment brand what are the criteria for brand extension and the thresholds of brand stretch?

This felt like a license to print money because it was for kids. We parents will easily part with a few bob to make the little ones smile. But are they really?