That is the correct spelling of the possessive proper noun Ripley's, as in Ripley's Believe It or Not.
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Ripley's Believe It or Not! was started by Robert Ripley in 1918 as a newspaper panel series featuring odd facts and unbelievable stories from around the world. The first Ripley's Believe It or Not! museum was established in 1933 in Chicago.
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"Ripley's Believe It or Not!"
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Believe It Or Not
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Ripley's Believe It or Not - 1982 was released on: