More than 25,000 tickets were snapped up in just over 24 hours for Kids Week in the West End, up by 21% on last year’s figures in the same period. More than 40,000 tickets have been sold so far. For the first time in its 13-year history, Kids Week (which had already expanded to become a fortnight in 2004) will now run into a third week. Organised by The Society of London Theatre, the initiative is designed to introduce young people to theatre: one child between 5 and 16 can see a West End show for free with an accompanying paying adult, and two more children can attend at half price. In 2009, 29 productions offered the promotion, with more than 51,000 tickets sold, translating to box office taking of £1.3m as a result. Kids Week runs from 13 August to 3 September.