The Full Wax

Parable conceived, developed and pitched this access-based opportunity with Merlin following a period of brand consultancy. What better way to share the amazing craft, people and entertainment of Madame Tussauds than an access-all-areas documentary made for prime-time TV?

Madame Tussauds is one of the UK’s most loved and enduring visitor attractions and has always been a barometer of popularity. Welcoming in millions of visitors a year, this global entertainment behemoth, with 23 attractions in 12 different countries, allows ordinary people to get up close and personal with their idols.

However, deciding who the public most want to get close to and bringing them to life in exquisite wax detail isn’t easy – and the stakes are high. Get it right and fans will flock to the figures, get it wrong and hundreds of thousands of pounds and hours of skilled craftsmanship will be wasted.

For the first time in its long history, the business opened its doors to Parable to make an exclusive, access-based, primetime entertaining documentary for ITV viewers revealing exactly what goes into working out who’s hot… and who’s not.