UK-based Coolabi Group is partnering with the Birmingham Stage Company (BSC) to launch Beast Quest Live, the first live theater production inspired by the Beast Quest book series. The show will launch in February 2020 and run until November 2021, touring across the UK to London, Manchester, Cardiff, Glasgow, Liverpool, York and Birmingham.

Beast Quest Live will be based on the first six books of the fantasy series and follows the central character Tom as he battles against dark magical forces. BSC is collaborating with Working Partners, the Coolabi company behind the book series, to shape the live show’s narrative.

The Beast Quest book series launched in 2007 and has gone on to sell more than 20 million copies in 30-plus languages. The books—aimed at kids ages seven to 10—are published in the UK by Hachette imprint Orchard Books.

The upcoming Beast Quest Live stage show follows the success of an interactive experience based on the series, which saw thousands of visitors travel to Hampton Court Palace outside of London last year to be immersed in the magical world of the books.

Coolabi’s newest venture into live entertainment comes as location-based brand extensions continue to dominate children’s entertainment. With more families—and Millennial parents especially—seeking experiences over products, brands including Mattel’s American Girl, ZAG’s Miraculous–Tales of Ladybug & Cat Noir and Fred Rogers Productions’ Peg + Cat have recently launched live shows.