Sian Hooper is a creative director at Merlin Entertainments, where she plays a key role within Merlin Magic Making – the global Creative and Delivery team behind some of the world’s most iconic entertainment destinations.
With a passion for storytelling and immersive design, Hooper leads the creative vision for major projects across Merlin’s diverse portfolio, with a special focus on family and pre-school attractions and themed environments
Over the years, she has spearheaded the development of landmark attractions by building and nurturing critical IP partnerships. Her creative leadership has brought to life globally recognized experiences, including Peppa Pig Theme Parks and LEGO® Discovery Centres across the world.
Most recently, Hooper is leading the creative direction for a multi-million-pound PAW Patrol-themed land set to open at Chessington World of Adventures Resort in 2026 – one of Merlin’s most ambitious family attractions to date.
Through her work, Hooper continues to elevate Merlin’s mission of creating unforgettable guest experiences, delivering innovative, family-focused entertainment enjoyed by millions.