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“We cannot afford to neglect this vital subject any longer,” said Tony Ryan, Chief Executive at the Design & Technology Association.

“It was a great challenge to capture the character’s full body of hair in brick-form,” said César Carvalhosa Soares, Senior Designer at the LEGO Group.

“We look forward to seeing how players engage with this immersive universe that encourages connections, imagination, and interactive fun,” said Darran Garnham, founder and CEO of Toikido.

The move marks the first time in the board game show’s 40-year history that it has a mascot.

“It’s incredible to achieve such a high rate of re-bookings especially in the current climate, which reaffirms the value and importance the industry places on the fair,” said the British Toy and Hobby Association’s Head of Toy Fair, Majen Immink.

The activation at The Corner Shop at Selfridges spans a fashion exhibition, merchandise and Barbie-inspired hair and nail services.

The launch is the first in the new Polly Pocket Collector series.

The 3D memory game – invented by Bernhard Weber – sees players water a vegetable plot in order to grow vegetables.

“This was the logical consequence after the number of members in the Netherlands had developed positively in recent years,” said SAZ Manager Hans-Peter Stoll.

The Magic Mixies Magic Lamp won the Moose Toys team the Toy Designer of the Year award at last month’s Play Creators Awards.