Discounts 2024

Please read the new details carefully before placing your order


Do you have a Resort or Merlin Annual Pass?

Depending on your pass type you maybe eligible for discounts up to 20% off on qualifying products!

Simply enter your annual pass number on the checkout screen then the corresponding code for your pass type from the chart below in the discount box when completing your purchase.


Terms & Conditions


For use by person named on the pass only.
Attempted use by another person, or obtaining a discount to which you are not entitled, will be deemed as misuse. Misuse, regardless of reason will result in the pass being revoked without return or refund.

Discount code must be used at the time of placing order. Discounts can not be added once you have completed your purchase.
Your name and billing address must match the details registered on your Merlin Annual Pass to receive this discount. If it does not then your order will not be processed. 
Please be aware that certain items are exempt from discount (including, but not limited to, already discounted or limited edition products). 
Alton Towers Resort may pause or cancel any orders generated using discount codes for verification at any time - if this happens, we will attempt to contact the customer via email for clarification. Including your annual pass number in the box provided at the checkout stage will reduce the requirement to carry out further checks!


Discount options


Resort Pass Merlin Annual Pass
Up to 20% No Discount Up to 10% Up to 20%
Discount Code

Merlin Annual Pass
Standard & Premium - Annual & Monthly Passes
Discount code for up to 20%


Merlin Staff Discount Code:

All current Merlin staff are entitled to 25% off qualifying products.
The staff discount code is changed from time to time.
Please email from your Merlin email address or alternatively send a photo of your in date staff ID to receive the code prior to placing any orders as discount can not be added after purchase.