Paragon gets its teeth into horror

Dracula, Frankenstein and the Mummy in all their Hammer House of Horror glory are set to be the stars of a themed attraction venue in central London.

Paragon Entertainment, which had until now developed more comfortable attractions such as Hasbro's Nerf toys, hopes for more spooks and thrills with its latest licensing venture.

It has signed up with Exclusive Media for the rights to the Hammer brand for 10 years, with plans to build and run a number of sites around the country. The deal gives it access to classic films such as The Curse of Frankenstein and Brides of Dracula.

Hammer's most recent release in its reincarnated form under Exclusive was the box-office hit The Woman In Black, starring Daniel Radcliffe, left.

Paragon said it was in the process of identifying potential sites for the "Hammer House of Horrors" outlet.

Paragon's chief executive, Mark Pyrah, said: "We are delighted to have secured Hammer and to be working with such a strong brand."