Popular live entertainment brand will expand the company’s reach beyond circus arts.

NORTH AMERICA- Cirque du Soleil has acquired fellow live entertainment company Blue Man Productions, best known for the award-winning Blue Man Group show.

Performed in more than 20 countries and seen by more than 35 million people worldwide since 1991, the acquisition of Blue Man Group considerably widens Cirque du Soleil's audience pool, adding to their portfolio six resident productions established across the U.S. and Germany, as well as North American and world tours.

"When we began our Blue Man journey, we set our sights on creating theater that would bring people together in a celebration of human connection. We have been humbled, amazed and inspired by the audience responses we have received over the years," say Phil Stanton, co-founder, Blue Man Group.

"Now, we find ourselves on the brink of our next chapter, and we have big ideas for the future,” adds fellow Blue Man Group co-founder Chris Wink. “Only a global creative powerhouse like Cirque du Soleil could help us achieve our vision. Their commitment to artistic quality and originality is unparalleled and their creative resources are vast. It is an honor to join forces with their organization."

The acquisition is part of Cirque du Soleil’s growth strategy as it looks to diversify its entertainment offering beyond circus arts.

"We want to broaden our horizons, develop new forms of entertainment, reach out to new audiences and expand our own creative capabilities. Today, we are taking a decisive step toward materializing these ambitions," says Daniel Lamarre, president and CEO, Cirque du Soleil. "We are extremely excited to welcome the iconic Blue Man Group to our portfolio of shows. Their unbridled creativity makes them a perfect cultural fit for Cirque du Soleil. Our extensive marketing research also confirms that Blue Man Group is a strong 'love brand' with a solid fan base–something else our two brands have in common."

Cirque du Soleil is no stranger to licensing with past deals including the spin-off kids’ brand “Luna Petunia,” slot machines and a range of brand collaborations for themed shows centering on Avatar, Michael Jackson and many more. Most recently the company announced plans to create a VR experience.

View the video announcement of the deal and get a taste of the two brands here: