From Marketing Week: http://www.marketingweek.co.uk/news/...BN&ln=12080902

'The London Eye is being rebranded The Merlin Entertainments London Eye, in a move aimed at underlining Merlin’s ownership of the attraction.'

Really rolls off the tongue.

'There will be cross-promotional activity involving Merlin’s 20 other attractions, which include Madame Tussauds, Legoland, Alton Towers, Thorpe Park, Chessington World of Adventures and Sea Life London Aquarium. The strategy will also incorporate the Merlin Annual Pass ...'

Does this mean we will get 2-4-1 coupons with cornflakes?

'The London Eye has been unbranded since it parted company with British Airways in February 2008. Extensive talks followed with various interested parties, including Virgin Atlantic, which declared at the time it was keen to take over from BA but no deal was struck. Varney says he thinks it is “very likely” another sponsor will come on board during the run-up to the London 2012 Olympic Games ...

This week a £5m 4D cinema is being unveiled, which the company says will “add value and a new dimension” for visitors before they take their flight on the Eye.'

What's 4D?