(including Cats, Miss Saigon, Cabaret, Chicago, Oliver!, Riverdance, Andrea Bocelli, Shirley Bassey, Ricky Martin, Bryn Terfel and Kiri te Kanawa) In 2003 James joined International Concert Attractions (ICA) as managing director, a publicly listed company on Australia's stock exchange based in Sydney, where his productions included The Blue Room, The Soweto Gospel Choir, Clive James and Pam Ayres.
That same year Cundall and fellow producer Tony Mercer established The Imperial Ice Stars, an international troupe of former Olympic, World, European and National Championship skaters.
In 2004 Cundall returned to the UK and his home near Malton, where he established the international headquarters of Lunchbox Theatrical Productions, which at its peak had subsidiaries in Australia, New Zealand, Hong Kong and Singapore.
Productions by Lunchbox since 2004 include the musicals The Phantom of the Opera,[6] We Will Rock You, Mamma Mia, West Side Story, Annie, The Music of Andrew Lloyd Webber, Grease and Chitty Chitty Bang Bang; international artists Bryn Terfel, Elaine Paige, Jamie Oliver, Rick Stein, Hale and Pace, Roy Chubby Brown, Anthony Warlow and David Campbell; boutique shows Slava's Snowshow, One Night of Queen, Circus Oz, Potted Potter, Stomp, Abba Mania, Storm and Raise the Red Lantern by the Chinese National Ballet; plays Stuff Happens, The Woman in Black, The Mousetrap, Grumpy Old Women and The 39 Steps; children's shows Barney the Dinosaur, Thomas the Tank Engine, Little Big Club and The Adventures of Peter Rabbit.
In October 2019, following poor attendances at Shakespeare’s Rose Theatre events in both York and Blenheim Palace, Lunchbox Theatrical Productions Ltd was placed in administration, owing over five million pounds to creditors.