The tower continued to be owned by the Bickerstaffe family until 1964, when the Blackpool Tower Company was sold to EMI. Since then it has been owned by Trust House Forte, First Leisure, and Leisure Parcs Ltd, owned by Trevor Hemmings. In March 2010, it was announced that Blackpool Council had bought Blackpool Tower, and that the Merlin Entertainment Group would manage it and add various attractions, including a new Dungeon attraction, and a new observation deck called Blackpool Tower Eye would operate at the top of the tower. The company was also to manage the Blackpool Louis Tussauds waxwork museum, to be rebranded as Madame Tussauds.