“We’re going to be introducing a whole new generation to Girl Power,” said Victoria Posh Spice Beckham, who attended a media launch alongside Emma Bunton, Geri Halliwell, Melanie Chisholm and Melanie Brown – also known as Baby, Ginger, Sporty and Scary Spice.
Viva Forever aims to tap the same vast female fan base as world-conquering ABBA musical Mamma Mia, which has been produced in 14 languages and spawned a hit film starring Meryl Streep. The Spice Girls show tells the story of four friends whose bond becomes strained when their band enters a TV talent show.
Scored to Spice Girls hits including Wannabe, Spice Up Your Life, Mama and the title track, it was written by comedian Jennifer Saunders – co-creator of celebrity-skewering sitcom Absolutely Fabulous - and produced by Judy Craymer, the woman behind Mamma Mia.
The band’s outsized personalities and Halliwell’s Union Jack dress made the Spice Girls icons of 1990s Cool Britannia, and they sold 75 million records around the world. Halliwell left the group acrimoniously in 1998 and the Spice Girls effectively split a decade ago. The five members have not appeared together since a 2007-2008 reunion tour