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Alton Towers

& Thorpe Park

Merlin Group manages the leading attractions and theme parks in the UK and Europe such as Legoland, Sealife Centres, Alton Towers & Thorpe Park. They receive thousands of product suggestions each year from suppliers, so getting the designs right is key to winning business. We were briefed to come up with a conceptual soft toy range around theme park rides that were individual to each ride.

The challenge was in making the range unique, commercial and reflective of the brand's identity, while still keeping to the design boundaries to enable our factories to manufacture them effectively and consistently. We created a range of Ride Heroes; small plush toys of similar shapes but each with a character to match the theme of each ride. Top trump style power rating cards were also created as an additional feature to make the plush range even more collectable and reduce packaging wastage.

From the PP stage of development some minor improvements were made to perfect the finish and ensure that each Ride Hero was consistent with the ride it belonged to before full production commenced.

Another range we developed for Merlin was the ‘Ridemoji’ range. Emojis are now so commonly used it made sense to create an Emoji product applicable to the Alton Towers brand. We developed a range of circular cushions with a double-sided design, each one unique to each ride. Having already worked with Merlin for several years we were able to maintain consistency and relevance across the brand. The end product looked great and even better in-store when merchandised with our other ranges.

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phone: (+44)01789 730483

The Gift Scholars

Unit 3,

Waterloo Industrial Estate,

Wellington Road,

Bidford On Avon,


B50 4JH