The session – chaired by Brands Untapped’s Billy Langsworthy – welcomed WildBrain CPLG’s Michael Ogunseitan, Skew’s Oliver Dyer and The Roald Dahl Story Company’s Stephanie Griggs.

“We are beyond thrilled to partner with Rotten Tomatoes on this amazingly fun game that brings the brand to the world of tabletop gaming,” said Cory Jones, co-founder of Cryptozoic Entertainment.

“Windlass visited the Royal Armouries Museum stores to meticulously study the originals and then carefully prototyped each sword,” said Jack Wanstall, Partnerships Manager at the Royal Armouries Museum.

A standee featuring Kool-Aid Man points to instructions on a track that indicates how many blocks a player must pull on their turn.

Pigment’s Creative Director, Martin Powderly, on what makes Happy Jackson worth writing home about.

The launch is the latest in the Monster High Skullector series, which has also seen dolls land inspired by The Shining, It, Beetlejuice and Gremlins.

Stern Pinball’s Chief Creative Officer, George Gomez, discusses creating pinball machines for some of the world’s biggest brands.

Chris Beck, Licensing Manager at England and Wales Cricket Board, talks us through the currently licensing programme for The Hundred – and how the brand is looking to throw open cricket’s doors to all.

Richard Loveless – Design Director at CAA Brand Management – on why a brand’s style guide only restricts creativity if you let it.

The range includes performance wear from Under Armour, toys from Spin Master and drinks from ZOA Energy.