The Marketing Store also developed a Happy Meal box which transforms into Pikachu, complete with pop-out ears.

September’s Virtual Play Creators Festival will mirror the digital format of last year’s event, with two weeks of activity including a week-long virtual conference, a digital awards and a three-day Mojo Pitch event.

Michael Rinzler – Executive VP and Partner at Jazwares – talks us through building the Yankees of Inventor Relations and why inventors are vital to the firm’s plans moving forward.

While the branding will change, Hasbro will still sell Mr Potato Head and Mrs Potato Head.

“Inspired by the beauty trends taking over social media like makeovers and make-up crushing, we wanted to provide kids with a fun glam toy that allows them to express their creative style,” said Jazwares’ Laura Zebersky.

“This expanded product licensing partnership allows us to deliver an amazing line-up of Fortnite-inspired toys and collector items that we’re confident fans will be excited to experience,” said Hasbro’s Adam Biehl.

We caught up with Jude to delve into his approach to design, where he finds inspiration and what his time at LEGO taught him about working in the play space.

We caught up with Courtney to learn more about the origins of the company and find out about why its new range of games marks something of an evolution for the firm.

“The licensing industry has such a rich pool of creative design talent across lots of sectors, so we’re excited to dive in and celebrate the brilliant work being done,” said Mojo Nation’s Billy Langsworthy.

“This year’s biggest trends underscore the ongoing impact of the pandemic on play; the toy industry’s growing commitment to helping kids become better global citizens; and the many social, emotional, and cognitive benefits of mindful, musical, and ‘kidult’ toys,” said The Toy Association’s Adrienne Appell.