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Only two or three of these finalists will join other iconic toys in the hall and sit alongside past inductees such as Barbie, LEGO, Monopoly, Rubik’s Cube and Star Wars action figures.

That’s stage one of our first ever event – The Gruffalo Design Challenge – done and dusted.

“The first time I saw Catan on the Magic Table, I was fascinated by what VR has to offer,” said Catan creator Klaus Teuber.

The five categories span Rising Stars, R&D, Design Agencies, Freelance and Design Champions.

As well as allowing visitors to get hands on with the products, the area will also host the designers responsible for creating them.

The 65th annual Toy Fair will take place at Olympia London from Tuesday, January 23rd to Thursday, January 25th 2018.

“We have added complexity into the organisation which now in turn makes it harder for us to grow further. As a result, we have now pressed the reset-button for the entire Group,” said LEGO Group Chairman, Jørgen Vig Knudstorp.

Products from the likes of Propel, Sphero, LEGO and Lenovo featured in Disney’s Force Friday II initiative.

Joining Mojo Nation’s Billy Langsworthy on the panel will be Heayes Design’s Richard Heayes, Triclops Studio’s Luc Hudson, Modiphius Entertainment’s Chris Birch and Big Ideas’ Simon Skelton.

The game sees players step into the shoes of either one of Albuerque’s criminal factions (Heisenberg, Pollos Hermanos or Cartel de Juarez) or join the agents of the DEA.