Merlin - Parable
Work Item


We have partnered with Merlin since 2019 across multiple brands within their entertainment portfolio including Madame Tussauds, Chessington and the London Eye.

Brand Development:
We have worked with Madame Tussauds on brand development including qualitative research and articulation of a brand story and core reason-to-believe.

We are engaged to work on the brand’s tone-of-voice as well as an innovation project to imagine the iconic brand’s future and growth.

From Strategy to Prime-time:
The knowledge and trust built between Parable and the Merlin team laid the groundwork for the development of a prime-time documentary for ITV which was produced by Parable and aired Christmas 2021.