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merlin group

Merlin Group manages the leading attractions and theme parks in the UK and Europe.

We work with many of Merlin's attractions including Chessington World of Adventures, Thorpe Park, Alton Towers, Heide Park & The London Eye.


Our first project began with a brief for soft toys individual to the park rides. We created 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 based on ride stats were created as an additional feature to make the plush range even more collectable and reduce packaging wastage.

Due to their popularity, a smaller keyring version was produced shortly after.


Following on from the success of the ride heroes was the ‘Ridemoji’ range; circular cushions with a double-sided design, each one unique to each ride. 

Further products include:

  • Hat, scarf & glove sets

  • Socks

  • Christmas jumpers

  • Duvet sets

  • Sherpa Fleece Hoodies

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