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Theme Parks: Merlin Entertainments Appoints First Group Creative Director

Merlin Entertainments, Europe’s No1 visitor attraction operator, announced today that Paul Moreton, currently General Manager at UKTV leading the Gold and Watch channels, will be joining them in January 2012 as the company’s first Group Creative Director.

This is a newly created role within Merlin Magic Making (MMM), the support organisation set up earlier this year which brings together all of Merlin’s creative, production, site search and development teams.  Merlin Magic Making is headed by Merlin’s Chief Development Officer, Mark Fisher (‘Fish’), with a key team of six, including Paul in his new role.
Commenting Mark Fisher said: “Creativity and innovation is at the heart of our business, and increasingly will be what underpins Merlin’s continued growth and success.  The new Group Creative Director role is we believe crucial at this stage in Merlin’s development, and I am delighted that Paul has agreed to join us.  His past experience, both in our sector and with our brands; combined with his understanding and expertise in television is an exceptional combination, and one which is perfectly aligned to our needs going forward.”
“We already have an amazing creative team at Merlin Magic Making – our wax sculptors, LEGOLAND master builders, and theming experts are second to none, and with Paul’s guidance and leadership will be unstoppable.  Indeed, my objective is to ensure that the unique opportunity and expertise we offer at Merlin Magic Making is understood globally, and that Merlin is the first port of call for any landlord or developer; IP owner; or entertainment technology expert…looking for a global partner in the future.  I look forward to working with Paul and the rest of the MMM team to achieve that.”
Before joining UKTV, Moreton was with the Tussauds Group, acquired by Merlin in 2007; and not only launched the then British Airways London Eye; but was also responsible for the repositioning of Madame Tussauds globally as a contemporary, must-see brand; as well as managing the marketing for both the London and New York attractions.  Building on this since 2007 Merlin has since rolled out Madame Tussauds attractions to 13 different global locations!

Paul went on to transform the failing UKTV Gold business, and to create two successful new channels – Alibi and Watch.  However this new role at Merlin was one he couldn’t turn down.
“This is not only a unique role in the world, but also with Europe’s No1 and the world’s No2 visitor attraction operator – Merlin Entertainments – a company whose exceptional success to date is evident – and whose ambition is to be the best in the world – who wouldn’t want to be a part of that!” said Moreton. 
“More than that, I will be working not only with some of the best global and local visitor attraction brands in the world, but also some of the best creative talent, with the challenge not simply to continue to develop creative momentum from the centre; but even more exciting to help Fish and the team ‘unlock’ the creative excellence in every one of Merlin’s 80 attractions, and 17, 000 employees!”
About Merlin Entertainments
MERLIN ENTERTAINMENTS is the leading name in location-based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years. Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates nearly 80 attractions, six hotels/two holiday villages in 19 countries and across four continents. The company aims to deliver memorable and rewarding experiences to its 44 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and more than 17, 000 employees. Merlin Entertainments operates the following attractions – SEA LIFE, Madame Tussauds, LEGOLAND, The EDF Energy London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures Resort, Blackpool Tower, Heide Park, Earth Explorer, Sydney Aquarium, WILD LIFE Sydney, Sydney Tower Eye and SKYWALK, Kelly Tarlton’s Antarctic Encounter Underwater World, Oceanworld Manly WILD LIFE Hamilton.  All brands which are distinctive, challenging and innovative – and which have great potential for growth in the future. Visit for more information.


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