The pop group Abba may have had only one impromptu reunion, when it sang at a friend’s birthday party in 1999, but diehard fans can still hear Dancing Queen and Money, Money Money at the musical Mamma Mia. When producer and founder of Littlestar Services, Judy Craymer, first approached the former Abba lyricist Bjorn Ulvaeus in 1987, he rejected her. She persisted and the first production of Mamma Mia, funded by the sale of her flat, opened in London’s West End in 1999. With 11 simultaneous productions in 115 cities worldwide, sales have grown 136% a year, from £1.7m in 2001 to £23.1m in 2004 when the firm made a healthy profit.
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