The British company claims the ‘Eye’ brand as its own and its most famous use is the giant London Eye ferris wheel (pictured).
Gleen Earlam, managing director of Merlin’s Midway Operating Group said: “The ‘Eye’ is exclusively Merlin’s brand globally. It is an iconic name in which we have invested, and continue to invest significantly.
“We therefore 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.”
The company plans to open additional ‘Eye’ attractions in Blackpool, Weymouth and the United States.