Merlin Entertainments has taken legal action against the operator of a new London attraction, accusing it of copying one of its own attractions.

In a statement, the company said that it is taking the "unprecedented" action as it believes that the London Bridge Experience, which opened earlier this year, is an attempt to copy its own London Dungeon attraction.

The statement reads: "We believe that the London Bridge Experience is transparently designed to mirror the London Dungeon's concept and marketing positioning.

"Its location, just yards from the London Dungeon, compounded by its copycat marketing literature and promotional activity are, we feel, deliberately intended to confuse visitors and to unlawfully trade off the high quality, goodwill and reputation of Merlin's own long established attraction.

"The legal action is also aimed at putting a stop to misleading and deceptive statements to, and interference with, visitors in the London Dungeon queue intended to diver them away from the Dungeon to the inferior attraction."

David Sharpe, Merlin's divisional director, added: "We have invested massive resources in creating the Dungeon concept over many years, and have built an enviable reputation for the brand.

"We will therefore fiercely protect the goodwill in the London Dungeon brand, particularly from such blatantly parasitic behaviour."

The £2m London Bridge Experience is owned by entrepreneur brothers Lee and Danny Scriven, who describe the attraction as “an educational experience with stunning visual effects.”

The site offers visitors two separate attractions – called The London Bridge Experience and the London Tombs.