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“Transformers is the perfect franchise for AR,” said John Hanke, CEO of Niantic.

“As shoes represent very organic objects, made from flexible material, it was a fun challenge to translate this into the LEGO System in Play, which by nature is square and blocky,” said LEGO’s Florian Müller.

“The toy industry is changing at a rapid pace, so it’s essential, especially for the retail trade, to receive insights into the current market situation all year round,” said Ernst Kick, CEO of Spielwarenmesse.

“We have the full support from an incredible line-up of speakers and panellists,  all set to inspire, educate and connect, for the common good,” said Helena Mansell-Stopher, curator of SILC and founder of Products of Change.

The range includes Nerf-inspired iterations of Reebok’s Pump Omni Zone II, Kamikaze II and Kamikaze II Low.

Students will be using this challenge as part of their dissertation and will work on it between September and May.

The initiative is designed to support the education and career advancement of individuals from underrepresented communities in the areas of toys, entertainment and digital games.

The firm is hoping to create a game that spans multiple Gerry Anderson brands, and incorporates iconic characters, vehicles and missions from the company’s portfolio of shows.

“The Ticket to Ride range of games have grown significantly in diversity and popularity over the last decade, and seeing a version that challenges players with logic puzzles is a delight,” said Days of Wonder’s Adrien Martinot.

The competition is now open – and winners will receive a free stand at BLE 2022, one-on-one consultation with members of the judging panel, and free memberships to Licensing International and Products of Change.