“NetSpa have created the perfect complement for cold-water immersion with their robust, portable and highly adaptable inflatable tubs,” said Dr. Duncan French, Senior Vice President at the UFC Performance Institute.

The zone will feature mission-based games and interactive photo spots, as well as themed dining, character cosplay and exclusive merchandise.

“I’m more receptive to ideas in that environment for sure”: Andrew Carley – Director of Licensing, UK/EMEA/Asia at BBC Studios – shares what makes BLE a powerful place to discuss new ideas.

“We’re drawn to properties with a quirkier edge…” In conversation with Phil King, General Manager at Character Wear.

“Fuzzballs is a fantastic addition to our licensing line-up, and our first foray into kawaii pop culture,” said Gary Wadhwani, Co-Founder of Craft Buddy.

Ice Cream Man: The Mortal Coil Shuffle is a custom-designed deck of cards – some will tell part of the story, other will cast spells on unwitting characters.

The game is based on co-designer Richard Borg’s Command & Colour system – seen in titles like Memoir ’44 and Battle Cry.

“These designs are all about confidence, fun and making a statement, just like Cher and her crew,” said Carmen Hardaway,  Director of Reebok Classics Footwear, Energy Collaborations and Social Impact.

The collection includes figures of HUNTR/X bandmates Rumi, Mira and Zoey, as well as Saja Boys frontman Jinu.

“L.O.L. Surprise! is all about big reveals and even bigger smiles, and teaming up with Care Bears delivers both in the most colourful way possible,” said Josh Hackbarth, Chief Marketing Officer at MGA Entertainment.