What the Flipz? Hyperia Becomes ‘Flipzeria’ in New Thorpe Park Sponsorship

Hyperia at Thorpe Park has been given a rather unexpected temporary makeover, with the ride now being referred to as “Flipzeria” as part of a new sponsorship with chocolate-covered pretzel brand Flipz.

The takeover is certainly hard to miss. Hyperia’s main entrance sign has been covered with Flipz branding, while additional signs have appeared throughout the queue line, exit and surrounding area.

More promotional theming has also been installed around the attraction, including a new photo opportunity, a large mirrored Flipz billboard covering the shop windows and another branded installation in the area where the Hyperia stage previously stood, to the left of the ride entrance.

The temporary Flipz sponsorship is set to remain at Thorpe Park until 3rd September 2026.

Unfortunately, we’re not convinced by this one. Hyperia has one of the strongest and most distinctive identities at Thorpe Park, and covering so much of the attraction with bright advertising makes the area feel considerably less immersive. Some of the additions, particularly the signage throughout the queue, feel more like advertising boards than something designed to complement the attraction.

It brings back memories of the temporary sponsorship applied to Oblivion at Alton Towers a few years ago, when branding appeared extensively around the attraction and its queue line. Just a couple of weeks later, much of that branding was scaled back, resulting in a considerably more tasteful implementation.

And the Flipz takeover doesn’t stop outside Hyperia.

Inside the Hyperia Shop, bags of Flipz have been placed throughout the store almost like a chocolate-covered pretzel treasure hunt, alongside a dedicated display beside the tills. The products have also made their way over to the Thorpe Park Megastore, where guests can now pick up bags of Flipz elsewhere in the park.

Temporary sponsorships are nothing new at theme parks, and they can work when they are carefully integrated into an attraction. However, this particular takeover feels very heavy-handed.

Hyperia is barely two years old and already has an incredibly recognisable visual identity of its own. Turning it into “Flipzeria” and surrounding it with advertising certainly gets people talking — but probably not for the reasons Thorpe Park and Merlin were hoping for.

Come on Thorpe Park and Merlin... this one is pretty bad.