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The new funding competition will see Innovate UK invest up to £2.5m in innovative projects from UK registered micro and small businesses in the creative sector.

“At Johnnie Walker Princes Street, we want our visitors to begin their immersive storytelling experience from the moment they walk through our doors,” said Greg Klingaman, Diageo’s Global Retail Director.

The film tells the story of Sir Gawain, King Arthur’s reckless and headstrong nephew, who embarks on a daring quest to confront the Green Knight.

“Hellcat is a hop-forward lager with a golden hazy appearance and crisp finish – an epic beer worthy of this massive collaboration,” said James Watt, CEO and Co-Founder of BrewDog.

The only product in the range to have been unveiled so far is the Court Rider ‘Rugrats’ basketball shoe.

“When you step into the world we’re creating, we promise a dynamic, lively interactive experience and a great night out,” said Julia Posen, Head of Development at Gamepath.

A collaboration between Mojo Nation and The Toy Association, the experience-rich space at New York Toy Fair 2022 will boast activations highlighting how toy brands are making waves in other industries.

Each pair in the Bricks range features a TPU heel counter which emulates the texture of LEGO bricks.

From May 7th, the Noid will also be a mini boss in the mobile game, Crash Bandicoot: On the Run.

“We are thrilled to partner with Native Shoes, another mission-driven brand, to inspire kids and adults to step up each day with eye-catching, bold footwear,” said Warren Schorr, Vice President of Business Development and Global Licensing, Crayola.