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“We are amplifying the interaction, the size – and the laughs – with the new Tickle Me Elmo Giggle Max,” said Sunny Lauridsen, Senior Vice President of Brand Strategy and Marketing at Just Play.

“The power of WiT has always been its ability to spark genuine connection and to elevate the women shaping the toys, licensing, and entertainment industries.” said Deirdre Cross, Chairwoman Elect of the Board.

“Bringing Stu in is a clear signal of how serious we are about becoming one of the great brand-building companies of our generation,” said Nick Mowbray, Co-Founder of ZURU.

“We knew exactly what look and feel we wanted for the model,” said Wes Talbott, Senior Design Master in the LEGO Group.

“From the game mechanics and the world-building to the artwork and illustrations, every detail has been considered to capture the magic of the original films,” said Eduardo Lima, co-founder of Studio MinaLima.

“Being a regular supplier to the famous shop has been a wonderful experience – but being in the window is a dream come true,” said Sue Lockey, Owner & Co-Founder at The Puppet Company.

“Categories and Take Cat were an absolute hit at UK Games Expo,” said Lauren Haywood-Law, Game Designer at Gibsons.

“We’ve crafted an experience that throws players right into the heart of a MrBeast challenge, full of high-pressure competition and unpredictable moments that will keep everyone on the edge of their seats,” said Ben Krenz, Global General Manager, Games at Moose Toys.

Pitched as a ‘Gen Z and Gen Alpha take on Monopoly’, the game sees players buy properties and collect brainrot chips to earn billions.

“From our earliest conversations with the Hugimals team, there was clear alignment in how our brands approach emotional connection and thoughtful product design,” said Karen Branson, Chief Commercial Officer at Relatable.