It further extends TPF's three-year multi-million pound contract with the Eye's owners, The Tussauds Group (TTG), which began last July.

"The London Eye is an iconic brand which originally fell outside TPF's initial deal with The Tussauds Group," said TPF marketing director Tony Wood. "This development really is the jewel in the crown."

TPF will now handle all of the London Eye's print requirements, including DM, brochures and point-of-sale

"When you find a supplier that consistently delivers the goods, come rain or shine, then it's not a tough decision to broaden their remit," said TTG head of business services John Drake.