Waxwork museum Madame Tussauds has revealed that it shifting its focus away from the celebrity figures.
Luci Beaufort-Dysart, senior global brand manager at Madame Tussauds, told the Event magazine that the intent was for the brand to become a “world leader” in popular culture, entertainment and immersive experiences.
She said: “Madame Tussauds was herself a pioneer in a time before mass media or photography when wax was a way to create an experience for the audience of the day.
“Today, in a world full of personalised experiences, immersion and interactivity, the goal posts have moved again.”
Ms Beaufort-Dysart cited the wax figure-free Sherlock Holmes Experience, which opened at Madame Tussauds London this year as an example of the brand’s forward strategy.
Marie Tussaud opened the first wax museum in London’s Baker Street in the nineteenth century.
Merlin Entertainments has rolled out the brand as part of its ‘midway’ attraction portfolio at numerous locations worldwide since its acquisition of the Tussauds Group in 2007.