one4review | On 15, Aug 2025

Baby Wants Candy has become an Edinburgh Fringe institution, selling out for the past six years.

Until recently, I wasn’t a fan of improvised shows, I usually avoided them and in truth possibly labelled Improv as a bit cringey. That all changed when I seen Shamilton, another production by the same company, and found myself utterly blown away. Since then, I’ve been well on the road to becoming an “improv convert.”

I attended on a buzzing Thursday evening in the middle of the Fringe, with the room packed, many clearly on a work night out. The excellent live band had the crowd in the mood long before the cast even stepped on stage.

The premise of the show is that the audience suggests the title of an entirely improvised musical. From four suggestions, the one that gets the loudest cheer wins. My cheer went to Mean Girls Anonymous, but the winner was The Devil Wears Primark, and it turned out to be an inspired choice.

What followed was, in my opinion, pure genius. The performers spun the title into a riotous story filled with razor-sharp monologues and hilarious songs. My personal highlight was The Devil’s in the Retail; I’m still chuckling about that 15 hours later. The occasional awkward moment only added to the fun, the way the cast responded to each other’s twists and turns was joyful.

The audience lapped up every second, and I have to give a special mention to the band who certainly matched the cast’s quick wit and boundless energy.

If you think you’re “not into improv,” Baby Wants Candy and Shmailton might just change your mind. They certainly did for me.

*****

Reviewed by Lou Heathcote

Studio one at Assembly Geroge Square Studios

9.15 until 24 August