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“We’re incredibly excited to bring the world of Stitch to life in a whole new way,” said Thomas Rathbone, Publisher at Story House Egmont.

“Squishmallows have always been about individuality and fun – and this cosmetics collection brings that same spirit into the beauty space,” said Gerhard Runken, EVP, Global Brand and Marketing at Jazwares.

“The timing is great as the fourth and fifth seasons are on the way, popularity continues to grow worldwide, and there are still plenty of opportunities for licensees to pursue,” said Max Arguile, Owner of Reemsborko.

The collection spans a wide range of styles for all ages.

BLE exhibitors can also now filter searches by attendees’ domestic, global and geographic regions buying power in the show’s online Event Planner to more precisely target meeting requests.

“It is a huge honour to see Motojiro’s rendering of the Captain Underpants illustrations into manga,” said creator Dav Pilkey.

Fans were able to play games, pose for photo opportunities and check out a raft of products, including launches from Jazwares, The Noble Collection, Spin Master and many more.

“This game is for the readers who’ve stayed up way too late with these books and still want more,” said author Rebecca Yarros.

“This partnership is all about celebrating the joy, nostalgia, and quintessential British summer spirit of our sweets in a fresh, fun way,” said Sarah-Louise Heslop, Head of Marketing at Swizzels.

“We know how much families adore Bluey, so these events across our stores this summer are all about creating joyful, shared experiences with loved ones which is something we are so excited about,” said Rosie Hanley, Brand Director at John Lewis.