News of a new Emily Brontë’s Wuthering Heights starring Margot Robbie has set fans into a spin this week. At the same time, another nostalgic announcement has made many adults feel a pang of childhood wonder: Bagpuss, the much-loved 1970s children’s programme about a “saggy, old cloth cat, baggy, and a bit loose at the seams,” is being adapted into a feature film.

For those who grew up with him, Bagpuss was “the most important, the most beautiful, the most magical saggy old cloth cat in the whole wide world… but Emily loved him.” Suddenly, the question isn’t just about nostalgia — it’s about strategy. When does it make sense to revisit and remarket something to a new audience, and when is it better to leave well alone?

Reboots are nothing new. From Hollywood blockbusters to beloved TV series, the idea is the same: take something people already know and love, update it, and introduce it to a new generation. The potential upside is huge — built-in awareness, fan excitement, and a ready-made audience. But the risk? If it’s done poorly, it can alienate existing fans and fail to capture the new audience you’re targeting.

So, when is a reboot appropriate? First, consider timing. A reboot works best when the cultural moment aligns with the story or brand you’re revisiting. Margot Robbie’s Wuthering Heights taps into both the ongoing love for classic literature and the draw of contemporary star power — a smart way to bridge the old and the new.

Next, think about audience relevance. Not every classic will resonate with today’s consumers. Bagpuss, for example, may succeed if its core themes — curiosity, friendship, and imagination — remain relatable. But if the charm of the “saggy old cloth cat” feels lost in translation, the reboot may struggle to capture hearts the way it once did.

Finally, a reboot should offer something fresh. It’s not just about cashing in on nostalgia. Audiences want a reason to care again — whether it’s a new perspective, updated technology, or a cultural twist that feels authentic rather than forced.

In marketing terms, a reboot is like relaunching a brand. It can rejuvenate interest and attract new fans, but it must be carefully considered. Revisiting your past successes is exciting, but sometimes the safest strategy is knowing when to leave well alone.

Whether it’s on the big screen or in your marketing campaigns, the key is the same: understand your audience, respect what came before, and add something genuinely valuable.