From overseeing hotel development at resort theme parks to creating new attractions formats, Paul Moreton, global group creative and new brands director at Merlin Entertainments, has a wide-ranging role at the world’s second-largest attraction operator.
Prior to joining Merlin in 2011, he served as general manager of UKTV, responsible for a portfolio of channels including Gold, Watch and Alibi. The seeds for his career in the attractions industry were sewn the previous decade when he worked in marketing roles for Madame Tussauds and the London Eye, both now part of Merlin.
In recent years he has helped the attraction giant launch the Peppa Pig World of Play brand in the USA and China, as well as Bear Grylls Adventure in the UK. In addition to leading the strategic direction of other multi-million experiences for Merlin, Moreton has contributed to the development of Legoland resorts in the USA, Japan and Korea. Legoland Korea Resort is set to open in May 2022.