Friday, December 8, 2023

Paul Moreton appointed as Group Creative Director, Merlin Entertainments

Paul Moreton

Merlin Entertainments announced 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!”

Merlin Entertainments
MERLIN ENTERTAINMENTS is a leading name in location-based, family entertainment, and has seen successful and dynamic growth of any company in the sector over the last five years. Merlin now operates nearly 80 attractions, six hotels/two holiday villages in 19 countries and across four continents. Visit for more information.

Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, content marketing specialist and connector in the international attractions industry. She reports on design and technical design, production and project management, industry trends and company culture. From 2005-2020 she ran communications and publications for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA and publicist for the Large Format Cinema Association, and has contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. She joined InPark in 2010. Judith earned a BFA from Pratt Institute. She has lived in Detroit, New York, Oakland, and now Saint Louis, where she is active in the local arts community.

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