For all the commercial - as opposed to artistic - motives that come into play when a movie transfers to the stage, there have been some rewarding examples, not least Shrek, the sheer hilarious humour of which vanquished all cynicism.

But in this London version of Disney's latest musical - a Broadway hit - it seems as if the producers' priority has been to make the stage an advertisement for all merchandising possibilities that exist with a successful franchise, as they would probably call it.

The cast, well led by a clean-cut Dean John-Wilson in the title role and Sugarbabe Jade Ewen as Jasmine - the Princess with whom Aladdin falls in love -- look as if they have been modelled to replicate the stock of one of Disney's toy shops. Big eyes; tiny waist, bulging pecs. And the characters in this stage version feel just as real.

No doubt devotees will enjoy but, for anyone else, not even Alan Menken's Oscar-winning score will prevent them from wishing that the brilliant Trevor Dion Nicholas -whose Genie is easily the best thing about this production - could grant them the wish of being at a different show.