London attraction, Madame Tussauds is planning to extend its system of strategic brand partners.

Tussauds began a partnership with Heavenly Marketing at the beginning of 2004 and has so far struck deals with brands including Coca Cola and Fuji; Tussauds is now the number one selling point for Fuji products in the UK.

Disney, Universal and Columbia have also all been involved with Madame Tussauds over the past couple of years.

Following the recent introduction of interactive attractions – such as the chance to sing with Beyonce and kick a ball with Johnny Wilkinson – general manager James Bradbury now wants to attract even more brand partnerships, believing that celebrity sells like no other.

“The potential for Madame Tussauds as a partner for marketing branding is huge. Now that our refurbishment is complete, the Madame Tussauds experience is interactive and totally immersive and many of the biggest brands in the world have approached us. However, we want to encourage potential new strategic brand partners to contact us too.”

The new attractions were introduced as part of a three-year, £2.6m overhaul which enabled visitors to gain closer access than ever before to the wax modelworks.