Providing a new way of thinking about industrialism and its history through the lens of one of Britain's most recognisableheritage brands, Catherine Hindson explores the creativity that was at the heart of Cadbury's operation in the early twentieth century.Guided by Quaker Capitalism, employees at Bournvilletook part in recreational and educational activities, enabling imagination to flourish. Amidst this pattern of work and play arose the vibrant phenomenon that was factory theatre, with performances and productions involving tens of thousands of employees as performers and spectators. Home-grown Bournville casts and audiences were supplemented by performers, civic leaders, playwrights, academics, town planners, and celebrities, interweaving industrialists with the city's theatrical and visual arts as well as national entertainment cultures. This interdisciplinary study uncovers the stories of Bournville'stheatre and the employees who made it, considering ground-breaking approaches to mental and physical health and education.