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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.


Our initial project began with a brief for soft toys individual to each theme park ride. We created the 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.


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. 

More recently our knitwear has become a popular product for Merlin consisting of numerous ride based hat, scarf and glove sets. These include the popular children's character The Gruffalo; whose face we had to get perfect for our severest critics! Alongside these sit our Smiler & Gingy from Shrek jumpers, an area we have developed hugely recently with increased demand for our Christmas jumper range in the sports market. 

Our latest product for Alton Towers is the already popular Smiler duvet, with more in the pipeline.

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