Merlin Entertainments have submitted a trademark for the name “The Smiler” recently leading to speculation that this will be the name of SW7. The name links in with the smiley face logo seen around the park over the last few months, as well as the Ministry of Joy which was part of the Sanctuary Scaremaze that has been linked to the back-story of the new roller coaster.
The trademark application was discovered at the Intellectual Property Office website, found online here.
This is far from confirmation of the name as this trademark could potentially be linked to just one aspect of the ride. It has also been known for companies to register trademarks prior to a final decision being made in order to preserve the trademark if they choose to use it.
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