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“#ThankYouHeroes is designed to immortalise and honour healthcare and every day heroes, and to drive additional donations to support first responders,” said Chuck Scothon, Senior Vice President of Fisher-Price and Global Head of Infant and Preschool, Mattel.

“This partnership will see us celebrate the power of merging music and the LEGO System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way,” said LEGO’s Julia Goldin.

“If you are a toy industry executive, this is “your” Code and we’d love for your voice to be heard,” said Wynne-Jones IP’s Victor Caddy.

“Our goal is to raise over £10,000 for NHS Charities Together and the amazing work they do,” said Daniel King, Cartamundi UK general manager.

“We feel honoured to be able to supply pastimes that make isolation a little easier and feel it’s our duty to give back to those who are at risk, vulnerable and are facing months of quarantine,” said Gibsons MD, Kate Gibson.

Kids can send in their ‘super bear’ designs, with the winning creation going on to be sold in stores this Christmas, with profits going to the NHS.

“Toy Fair Everywhere is poised to help industry stakeholders refocus, retrench, and rebound to position their business for success in Q4,” said Marian Bossard, executive vice president of global market events at The Toy Association.

Online-only event from Global Licensing Group and Licensing International will take place from June 15th to 19th.

Virtual market week attendees will be able to explore a calendar of daily events, browse exhibitors by category, and book appointments for virtual demos and chats.

“My aim is to create a toy that blends classic wooden toys with electronics and helps kids navigate this increasingly digital world,” said Hayri Bulman, founder of QUBS.