“Our collaboration with the Natural History Museum creates a journey that goes beyond the screen, connecting fans with the world of the film through storytelling, retail and the kind of hands-on adventure that makes the brand so beloved,” said Ruth Henriquez, Vice President of Products & Experiences, Paramount EMEA.

“The opportunity to, once again, collaborate with Merlin and LEGO allowed us to blend storytelling, interactivity and immersive design to celebrate this beloved LEGO franchise globally,” said Ben Millerman, Project Producer for Katapult.

The book features ‘Elmo’s hallmark insight and comfort’ and is pitched as being ‘perfect for anyone in need of a little reassurance’.

“While there are certainly opportunities for larger licensing initiatives, our goal is to build something deep and meaningful,” said Bart Silberman, Founder of Golden Sombrero Licensing & Consulting.

The apparel and accessories selection nods back to the ‘90s through a trio of co-branded kits.

“As our first ever collaboration, the launch of this range with Swizzels is a really exciting milestone,” said Jessica Page, Brand Manager at Delamere Flavoured Milk.

“I am so excited to bring CAKE PICNIC back to London, and to do it alongside Strawberry Shortcake,” said Elisa Sunga, Founder of CAKE PICNIC.

This release marks Hubman and Chubgirl’s first foray into licensing, with Strawberry Shortcake becoming the first licensed character to be redrawn in Chubgirl’s signature style.

“This collaboration marks an exciting step forward for Streets as we extend our brand beyond ice cream and into new sensorial experiences,” said The Magnum Ice Cream Company Marketing Manager Juliette Fleming.

The limited-edition Gibson x Icarus Football shirts ‘reinterpret classic football aesthetics through the lens of Gibson’s heritage’.