Alton Towers to roll out ‘Oblivion’ brand range

Theme park Alton Towers is launching a range of products, including condoms and clothing, to promote its new Oblivion ride.

The Oblivion rollercoaster opened at the theme park earlier this month and features a 60-metre vertical drop into a tunnel. The company hopes to attract 3.5 million people to the ride this year.

Orange-flavoured condoms, featuring the orange and black colours of the drop ride, will go on sale in Boots and Superdrug from April.

A range of clothing and accessories designed and commissioned for the brand will be sold through the Miss Selfridge womenswear chain.

This will feature “club” clothes, such as fleeces, hooded tops and lycra T-shirts. Accessories include tattoos, fridge magnets, key chains and lighters.

The company is also launching unisex body sprays in four fragrances which will be distributed through Boots. All products will be called “Oblivion”, and carry the catchline “don’t look down”.

“The idea was to build the Oblivion brand with 16- to 24-year-olds,” says a spokeswoman for the company. “Although we’ve always branded the rides, this is the first time we have brought one out of the park.”

The company is understood to be looking at further brand extensions.

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