“The saying ’You can’t beat a bit of Bully!’ has never been truer than it is today,” said Bulldog MD Rob Corney.

“This collaboration brings two legendary properties together in a way that feels both meaningful and emotionally true to who they are,” said Robbie Prinzo, Head of Global Licensing at Cloudco Entertainment.

“If you can sell it – between Negosh and Made – you can make it,” said Ari Zebersky, CEO of Negosh.

“Being turned into an animated character has been a surreal and wonderful experience, and my dream is that it connects with millions of kids and families across the UK and beyond,” said Wicks.

This collection sees seven fan-favourite Squishmallows each get their own take on PUMA’s Easy Rider Cam and Palermo Maui styles.

“Coffee mate is to coffee what Harry Potter is to the wizarding world – pure magic,” said Amanda Zaydman, Nestlé Director of Brand Marketing for the Coffee & Beverage Division.

“We are thrilled to be partnering with Jewel to expand our brand into the US and Canada markets,” said Maxine Lister, Head of Licensing at the Natural History Museum.

“This is a call to creative, values-led partners to design with purpose and impact,” said Nicolas Loufrani, CEO The Smiley Company.

Jeff Kaplan of Retrobrands USA talks us through his work bringing back IP like Extreme Dinosaurs and Bain De Soleil.

Jeehyun Kim – Associate Product Development Manager in licensing at Hasbro – talks us through recent highlights for the two beloved brands.