TechUp showcases new lines from Mattel, X2 Games and Reach Robotics at SXSW Gaming

“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.

“Blinds were the missing piece of our TUBBZ collection, and we have been working on these for a few years,” said Jack Fox, Sales & Marketing Director at Rubber Road.

“Unlike prior tournaments, we’re seeing a wider ecosystem of soccer-inspired products gaining traction and reflecting deeper engagement across age groups and product types,” said Frédérique Tutt, Global Toys Industry Advisor at Circana.