ONCE UPON A TIME MARKETING LIMITED
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Cash
£272K
-59.5% lowest in 6 filed years
Net assets
-£1.6M
-116.4% lowest in 6 filed years
Employees
117
+5.4% highest in 6 filed years
Profit before tax
-£11M
-675.3% lowest in 6 filed years
Watchouts
Facts from the Companies House register and the latest accounts — not a rating
-
1 PSC ceased in last 24 months
Significant control changed hands — see the Ownership section.
-
Negative shareholders' funds
Net assets
6-year trend · vs Consumer Discretionary median
Accounts
6-year trend · Δ = latest vs prior filed period · latest reflected 2025-04-30
| Metric | Trend | 2020-04-30 | 2021-04-30 | 2022-04-30 | 2023-04-30 | 2024-04-30 | 2025-04-30 | Δ vs prior |
|---|---|---|---|---|---|---|---|---|
| Turnover | £11,358,978 | £7,829,672 | £16,472,976 | £19,628,686 | £18,285,817 | £17,550,012 | -4% | |
| Operating profit | £709,426 | £942,096 | £3,632,780 | £3,533,133 | £1,975,819 | £1,092,204 | -44.7% | |
| Profit before tax | £556,300 | £937,349 | £3,628,209 | £3,531,220 | £1,976,439 | -£11,369,971 | -675.3% | |
| Net profit | £524,919 | £936,173 | £3,333,209 | £2,641,530 | £1,462,559 | -£11,639,345 | -895.8% | |
| Cash | £491,728 | £864,687 | £776,574 | £1,020,408 | £670,998 | £271,794 | -59.5% | |
| Total assets less current liabilities | £1,645,240 | £2,566,985 | £5,991,507 | £8,564,909 | £10,003,120 | -£1,636,225 | -116.4% | |
| Net assets | £1,629,649 | £2,565,822 | £5,899,031 | £8,540,561 | £10,003,120 | -£1,636,225 | -116.4% | |
| Equity | £1,629,649 | £2,565,822 | £5,899,031 | £8,540,561 | £10,003,120 | -£1,636,225 | -116.4% | |
| Average employees | 76 | 71 | 78 | 102 | 111 | 117 | +5.4% | |
| Wages | £3,333,607 | £2,937,353 | £3,865,760 | £5,532,800 | £6,065,427 | £6,161,558 | +1.6% | |
| Directors' remuneration | £131,027 | £105,920 | £132,400 | £200,700 | £165,000 | £180,000 | +9.1% |
Values shown as filed in the company's annual accounts. — indicates the figure wasn't present under that line item in that period. The Δ column is the change from the prior filed period as a percentage of |prior|; lines a company doesn't report show —. About these numbers
Ratios
Computed from the line items above — sparklines read oldest → newest
| Ratio | Trend | 2020-04-30 | 2021-04-30 | 2022-04-30 | 2023-04-30 | 2024-04-30 | 2025-04-30 |
|---|---|---|---|---|---|---|---|
| Operating margin | 6.2% | 12.0% | 22.1% | 18.0% | 10.8% | 6.2% | |
| Net margin | 4.6% | 12.0% | 20.2% | 13.5% | 8.0% | -66.3% | |
| Return on capital employed | 43.1% | 36.7% | 60.6% | 41.3% | 19.8% | — | |
| Current ratio | — | — | — | 1.65x | 1.74x | 0.67x | |
| Interest cover | 4.63x | — | — | — | — | — |
Margins divide P&L lines by turnover. Gearing is liabilities over total assets. Current ratio is current assets over creditors falling due within one year. Interest cover is operating profit over absolute finance costs. Sector-distribution context coming next.
Name history
Renamed 2 times since incorporation
- ONCE UPON A TIME MARKETING LIMITED 2014-07-24 → present
- COUTTS RETAIL COMMUNICATIONS LIMITED 1997-10-23 → 2014-07-24
- SHELFCO (NO. 1364) LIMITED 1997-07-22 → 1997-10-23
Audit & accounting basis
- Accounting basis
- FRS 102
- Reporting scope
- Standalone (parent only)
- Auditor
- Hurst Accountants Limited
- Audit opinion
- Unqualified (clean)
- Going concern
- Affirmed
“The financial statements have been prepared on a going concern basis. The directors believe it is appropriate, therefore, to prepare the financial statements to 30 April 2025 on a going concern basis and there will be no adverse impact on solvency for more than twelve months after the date of approval of the financial statements.”
Significant events
- “On 1 May 2024, the trade and assets of a fellow group company, Once Upon a Time Media Limited, were hived across to Once Upon a Time Marketing Limited.”
- “The Company was acquired by Once Upon A Time Creative Limited on 17 November 2025.”
- “On 17 November 2025, the entire share capital of the Company was acquired by Once Upon a Time Creative Limited (formerly Project Princeton Holdco Limited). The share capital of the Company was reduced from £1,575,000 to £1, and reserves were credited by the same amount. At the same time, the share premium account was reduced by £12,600,000 and this amount was also credited to reserves. The ultimate parent undertaking is now Trinity Debt Holdings Limited, and there is not a single controlling party.”
- “Amounts owed by group undertakings totalling £13.9m were written off subsequent to the year end, of which £12.5m existed at 30 April 2025 and for which a provision has been made in these financial statements. Amounts owed to group undertakings totalling £2.8m were also waived (written back) subsequent to the year end.”
Auditor, going-concern and subsidiary information is drawn from the narrative of the latest annual accounts. About these numbers
People
2 active · 54 resigned
| Name | Role | Appointed | Born | Nationality |
|---|---|---|---|---|
| MILLER, Daniel Eric | Director | 2017-04-11 | Dec 1974 | British |
| PILGRAM, Andrea Clare | Director | 2014-01-23 | Nov 1976 | British |
Show 54 resigned officers
| Name | Role | Appointed | Resigned |
|---|---|---|---|
| ALEXANDER, Charles Stuart | Secretary | 1997-11-05 | 2004-10-12 |
| BARFIELD, Richard Timothy | Secretary | 2010-02-01 | 2012-01-23 |
| CLARKE, Martin John | Secretary | 2004-10-12 | 2008-03-20 |
| EARNSHAW, Jeremy Waring | Secretary | 2008-03-20 | 2009-04-30 |
| SHAW, Mark | Secretary | 2009-04-30 | 2010-02-01 |
| STIRLING, John Henry | Secretary | 2012-02-27 | 2012-12-21 |
| WINFIELD, Bruce Malcolm | Secretary | 2007-07-01 | 2008-03-20 |
| E P S SECRETARIES LIMITED | Corporate Nominee Secretary | 1997-07-22 | 1997-11-05 |
| ALEXANDER, Charles Stuart | Director | 1997-11-05 | 2004-10-12 |
| BARFIELD, Richard Timothy | Director | 2010-02-01 | 2012-01-23 |
| BELL, Patrick Charles | Director | 2001-07-02 | 2003-04-25 |
| BELL, Patrick Charles | Director | 1997-11-11 | 2000-01-24 |
| BOOKER, Gary Anthony | Director | 1999-12-30 | 2007-06-01 |
| BRUFORD, Paul James | Director | 2005-11-25 | 2007-06-01 |
| BURNS, Dominic John | Director | 2005-01-01 | 2008-02-22 |
| BURNS, Graeme Ian, Mr. | Director | 2004-10-12 | 2008-03-20 |
| CAHN, Christopher Charles | Director | 1997-11-11 | 1999-01-28 |
| CAINES, Katherine Ann | Director | 2005-01-01 | 2007-04-10 |
| CANNING, Paul | Director | 2013-10-30 | 2014-01-23 |
| EARNSHAW, Jeremy Waring | Director | 2008-03-20 | 2009-04-30 |
| ESSEX, Norman Arthur | Director | 2000-06-29 | 2001-02-01 |
| ESSEX, Norman Arthur | Director | 1997-11-11 | 1999-01-28 |
| ESSEX, Robert Thomas Tickler | Director | 1997-11-05 | 2005-10-24 |
| FAULDS, James Joseph Michael | Director | 2012-01-23 | 2014-01-23 |
| FLETCHER, Mark | Director | 2001-02-01 | 2002-08-02 |
| FONEY, Matthew Jon | Director | 1998-01-01 | 2007-06-01 |
| FOWLER, Robert Edward | Director | 1999-12-30 | 2000-08-31 |
| GODRIDGE, Warren Stafford | Director | 1998-04-21 | 1999-11-26 |
| HAMPSON, Andrew Robert | Director | 1997-11-11 | 1998-07-31 |
| HANCOCK, Adrian John | Director | 2007-11-01 | 2008-10-30 |
| HARRIS, Graeme Richard | Director | 2001-01-08 | 2004-10-12 |
| KIDD, Nigel Mcgregor | Director | 1999-12-30 | 2004-01-31 |
| KNIGHTS, Gary | Director | 2009-04-30 | 2011-02-07 |
| LAWSON, Gregory John | Director | 2005-01-01 | 2007-02-19 |
| LYNCH, Lucy Alice | Director | 2004-01-01 | 2005-10-03 |
| MIDDLETON, Arthur Jeremy Barritt | Director | 2004-10-12 | 2007-06-27 |
| O'CONNOR, Christiaan John | Director | 2001-01-08 | 2007-02-19 |
| O'REILLY, Trevor John | Director | 2011-02-07 | 2011-10-27 |
| PICKERING, Matthew Alan | Director | 2004-01-01 | 2007-05-23 |
| PRICE, Kevin | Director | 1999-12-30 | 2001-01-31 |
| RONALD, William David Gordon | Director | 2009-04-30 | 2009-10-31 |
| SAVAGE, John Andrew | Director | 2007-10-01 | 2009-02-28 |
| SAYSELL, Mark Robert | Director | 2003-01-01 | 2007-02-19 |
| SAYSELL, Richard Geoffrey | Director | 1997-11-11 | 2007-03-02 |
| SHAFE, Patrick | Director | 2005-01-01 | 2007-04-10 |
| SHAW, Mark | Director | 2008-03-20 | 2011-01-17 |
| SMITH, Anthony Michael | Director | 1999-12-30 | 2007-10-25 |
| STEEL, Andrew David | Director | 2012-01-23 | 2013-10-30 |
| STERN, Nigel Duncan | Director | 1998-04-21 | 2006-04-11 |
| WARD, Robert David | Director | 2014-01-23 | 2025-06-30 |
| WEAVER, Steven John | Director | 2014-01-23 | 2015-04-01 |
| WILD, Alan Richard | Director | 2007-10-01 | 2008-05-30 |
| YOUNG, Harriet Grace Emma | Director | 1998-01-01 | 2002-11-30 |
| MIKJON LIMITED | Corporate Nominee Director | 1997-07-22 | 1997-11-05 |
Ownership
Persons with significant control
| Name | Kind | Nature of control | Notified | Status |
|---|---|---|---|---|
| Once Upon A Time Creative Limited | Corporate entity | Shares 75–100%, Voting 75–100%, Appoints directors | 2025-11-17 | Active |
| Once Upon A Time London Ltd | Corporate entity | Shares 75–100% | 2016-04-06 | Ceased 2025-11-17 |
| Andrea Clare Pilgrim | Individual | Significant influence | 2016-04-06 | Ceased 2023-04-18 |
Filing timeline
Last 20 of 299 total filings
Material constitutional events — rename, articles re-file, resolution
- 2025-12-03 RESOLUTIONS Resolution
| Date | Type | Category | Description | |
|---|---|---|---|---|
| 2026-05-22 | AA | accounts | Accounts with accounts type full | |
| 2026-05-11 | AD01 | address | Change registered office address company with date old address new address | |
| 2026-01-29 | MR04 | mortgage | Mortgage satisfy charge full | |
| 2026-01-29 | MR04 | mortgage | Mortgage satisfy charge full | |
| 2025-12-12 | PSC02 | persons-with-significant-control | Notification of a person with significant control | |
| 2025-12-12 | PSC07 | persons-with-significant-control | Cessation of a person with significant control | |
| 2025-12-03 | SH19 | capital | Capital statement capital company with date currency figure | |
| 2025-12-03 | SH20 | capital | Legacy | |
| 2025-12-03 | CAP-SS | insolvency | Legacy | |
| 2025-12-03 | RESOLUTIONS | resolution | Resolution | |
| 2025-11-21 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2025-10-15 | PSC05 | persons-with-significant-control | Change to a person with significant control | |
| 2025-07-17 | CS01 | confirmation-statement | Confirmation statement with updates | |
| 2025-07-17 | PSC05 | persons-with-significant-control | Change to a person with significant control | |
| 2025-07-14 | TM01 | officers | Termination director company with name termination date | |
| 2025-01-29 | AA | accounts | Accounts with accounts type full | |
| 2024-07-24 | CS01 | confirmation-statement | Confirmation statement with updates | |
| 2024-07-24 | CH01 | officers | Change person director company with change date | |
| 2024-07-24 | CH01 | officers | Change person director company with change date | |
| 2023-10-26 | AAMD | accounts | Accounts amended with accounts type full |
Public-record activity
Raw counts from Companies House — last 12–24 months
- Filings
- 15
- Capital events
- 2
- Officers appointed
- 0
- Officers resigned
- 0
last 12 months
last 24 months
last 12 months
last 12 months
Direct counts from the register. No score, no rating — see the Filing timeline for the underlying events.