Hasbro trademarks the Play-Doh scent

“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.