Previously known as the Tussaud's Group, the British leisure giant is responsible for UK theme parks including Alton Towers, Thorpe Park, Sealife, The Dungeons, Chessington World of Adventures as well as Madame Tussaud's in the UK and overseas.

The new deal will see posters, prints, 3D products and badges in retail outlets across most Merlin Entertainment outlets and is key to GB Eye's distribution within children's retail.

Max Arguile, licensing manager for GB Eye commented: "Distribution to these outlets underlines GB's position in pre-school and under-ten licensing and is part of how we continue to secure those licences."

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