AusLeisure

Global visitor attraction operator, Merlin Entertainments has this week demonstated how it will fiercely protect its global entertainment brands.

The company fired off a warning shot from its lawyers to the bergers of Calcutta in India who have just announced plans for a giant observation wheel as part of a major leisure development plan for the City - and who referred to it as the Calcutta 'Eye' in the announcement.

While there is currently no indication of who might build and operate this attraction should it materialise, unless this is Merlin itself then Calcutta will not be entitled to use the 'Eye' name. The 'Eye' is an observation attraction brand owned by Merlin in which the company has invested many millions, and the goodwill of which Merlin jealously defends.

Glenn Earlam, Managing Director of Merlin's Midway Operating Group - which includes the company's observation attractions like the EDF Energy London Eye, the Blackpool Tower Eye and the planned Orlando Eye, commented "the 'Eye' is exclusively Merlin's brand globally. It is an iconic name in which we have invested, and continue to invest significantly. Like all our global brands it also represents Merlin's expertise and competence; and most importantly it denotes a quality attraction which visitors should and can expect to find.

"We will not allow it, or any of our other brands, to be used generically for commercial or promotional advantage to describe attractions over which we have no control. Unauthorised use of any of our brands potentially damages both their reputation and that of Merlin as a whole, and we will always take whatever steps are required to stop such use. In the case of the Calcutta wheel, while in principle we wish the project every success, we trust the promoters will respect our rights and cease any unauthorised use of our 'Eye' brand."

This is not the first time Merlin has been prepared to take legal action to protect is brands. It has done so successfully several times in the case of the 'Eye' around the world, as well as its other brands.

Earlam concludes "we value our brands and are very clear on this. We will not tolerate any behaviour which undermines them or potentially brings them into disrepute. We will therefore take immediate and very strong action if we ever see this happen - with no exceptions."

Merlin Entertainments are the world's second-largest visitor attraction operator, with over 74 attractions, six hotels/two holiday villages in 17 countries and across four continents.

It 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, Heide Park, Earth Explorer, Sydney Aquarium, Sydney Wildlife World, Sydney Tower Observatory and Skywalk, Kelly Tarlton's Antarctic Encounter Underwater World, Oceanworld Manly and Hamilton Island Koala Gallery.

For more information go to www.merlinentertainments.biz

10th March 2011 - MERLIN COMPLETES SYDNEY ATTRACTIONS GROUP PURCHASE 

20th January 2011 - MERLIN ENTERTAINMENTS GROUP ACQUIRES SYDNEY ATTRACTIONS GROUP FROM VILLAGE ROADSHOW 

1st September 2010 - SYDNEY AQUARIUM TO PRESENT 200 MILLION YEARS OF EVOLUTION

29th December 2009 - US AUTHORITIES CLOSE DOWN LES MILLS COUNTERFEITERS

9th May 2008 - VILLAGE BUYS KELLY TARLTON’S 

20th February 2008 - VILLAGE TO ACQUIRE SYDNEY ATTRACTIONS GROUP

12th February 2008 - DOWNHILL FOR MFS ASSETS 

4th February 2008 - SKYWALK OPENED UP TO TOWER VISITORS

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.