The hand soaps will ‘combine the colourful, iconic colours of Crayola with mood boosting fragrances from Scent Theory’.

Producer Gregor Cameron discusses ‘brand biopics’, gut instincts and why Tetris needed to be a “big film”.

PUMA’s RS-X shoe has been given a crimson and yellow makeover by the team at BAIT.

Meg Hawkins discusses persistence, patience and product development.

“The Pinata Smashlings IP is gaining pace – and quickly,” said Toikido CCO Will Ochoa.

“The newest apparel and accessory partnerships Tinderbox have brought to Atari will add to our brand’s accelerating momentum,” said Casandra Brown, Director of Licensing at Atari.

Licensing Expo 2024 will take place from May 21st to 23rd, while Brand Licensing Europe 2024 has been dated for September 24th to 26th.

“This content truly embodies the essence of both brands – giving kids a unique opportunity to blend SpongeBob’s humour with the playful world of Toca Boca,” said Mathilda Engman, Head of Product at Toca Boca.

Other new partners include Crunch Pak, Procos, L Founders Loyalty Programs and Andromeda.

Tetris CEO Maya Rogers discusses creativity, longevity and 40th anniversary plans for the iconic gaming brand.