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“We aim to embody rebellious imagination with our new studio Rebel Play,” said Peterson.

Speakers includes Hasbro’s Tanya Thompson, Fuse’s Eleanor Black and The Toy Coach’s Azhelle Wade.

The collaboration is the firm’s latest with Mattel, following the launch of a Barbie range earlier this year.

Products in the running for accolades include Spin Master’s Bitzee, Moose Toys’ Magic Mixies Pixlings and Goliath’s Game Night in a Can.

‘With this new collection, children will enjoy falling asleep wearing designs featuring their favourite toy animal friends,’ said UNIQLO.

“As our brand has continued to grow and expand into new categories over the years, we wanted our new name to more accurately represent everything that we have to offer,” said Ben Kaplan, Co-Founder of Relatable.

Games and publishers will be grouped according to categories at October’s show, with family games housed in Halls 2, 4, 5 and 6.

“We very much look forward to supporting all our exhibitors over the coming months and preparing for another jam packed three days of successful business,” said the BTHA’s Director of Toy Fair, Majen Immink.

“I am beyond excited to be starting a business that’s sole purpose is to help companies bring fun to the marketplace!” said Murphy.

Each side of the ‘Evelyn Everywhere Rubik’s Cube’ features a character associated with a dimension seen in the multiverse movie.