Nicoll Entertainment, a live performance company by the West End of London, promoted its innovative family-friendly theater productions, such as Dinosaur World Live, The Lion Inside, and Dragons and Mythical Beasts Live, at the fair.

Since the introduction of the company's Olivier Award-winning production The Purrfect Family Treat! in 2016, the company has toured dozens of cities in China, presenting "hundreds, and maybe more than 1,000 shows", according to Jin Fengjie with Nicoll Entertainment.

Now that electronic devices and new technologies such as AI and VR are taking up much of people's time and attention, Nicoll Entertainment finds live theater, which requires actors, puppets, sets, and costumes, has become even more attractive.

"Live entertainment is bigger than it's ever been," says Nick Brooke, producer and cofounder of Nicoll Entertainment. "People have a thirst for live entertainment, whether it's Taylor Swift's concert or Phantom of the Opera."