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“Velvety smooth DNA is something that is important to Juicy Couture and KRAFT Real Mayo, making this partnership an unexpected yet natural fit,” said Bailey Schaefer, Senior Manager of Brand Partnerships at Authentic Brands Group.

“We’re excited to see Joel, Ellie and more of our beloved characters take on new life through stunning artwork and mechanics that immerse players in the world of The Last of Us,” said Neil Druckmann, Co-President of Naughty Dog.

“Board game adaptations have historically been well-performing standouts in the instant ticket category,” said Brad Thompson, Vice President of Sales and Marketing at Pollard Banknote.

“Our capsule collection and exclusive in-game content bridges the digital and physical worlds through a celebration of adventure, exploration and self-expression,’ says Kayleen Walters, Head of Franchise Development at Mojang Studios.

The range includes Mystery Inc-inspired heels, as well as ‘Creepy Corridor’ boots with doors that open to reveal different monsters.

“Loved in Australia, the iconic taste of Pauls Custard works perfectly with Chupa Chups’ Strawberry & Cream, one of the most iconic flavours of all time,” said Asembl Managing Director, Justin Watson.

The partnerships expand the property into categories like apparel, games and puzzles.

The design aesthetic behind the range features ‘graceful lines and intricate lattice work that nod to Martha’s love of chinoiserie’.

The It’s a Beaut Pecan & Toffee Stout combines sweet toffee flavours, roasted cacao and hints of vanilla.

“Core values of sharing and caring lend it so well to food collabs, and our partners can have a lot of fun bringing colourful and delicious Care Bears products to life!” said Sophie Yates, Brand Manager at Bulldog Licensing.