The 39 Steps / Fiery Angel


As The 39 Steps entered its 5th year as the West End (as well as becoming New York’s longest-running comedy), the producers of the West End hit wanted to do something big to promote the show… but we suggested doing something small instead.

We approached LEGOLAND with the idea of installing “The 39 Steps” front of house signage outside the miniature version of The Criterion Theatre in the park’s Miniland attraction (the only West End theatre to be afforded the honour of appearing in LEGOLAND) as well as replica posters in the Underground station below.

We then arranged for the stars of the show to officially unveil the makeover by visiting Miniland at LEGOLAND, towering over the Piccadilly Circus location like a scene from The Attack of the 50 Foot Woman. We shared the hilarious shots with picture desks to generate buzz for both the show and the signage remained in place for years after.


Actors play all 139 characters in this West End comedy hit


Mini adverts adorn the Criterion Theatre and Tube station in Miniland


Visitors to LEGOLAND throughout the installation

Sometimes it’s the small ideas which have the biggest impact!

Producer, The 39 Steps
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