“We’re just getting started in unlocking Wednesday’s full merchandising potential,” said Jamie Kampel, Head of Amazon MGM Studios Consumer Products and Interactive Licensing.

The crossover event will also span categories like apparel, toys and collectibles.

“To have Motown lyrical product available through the Amazon Merch on Demand programme is a first and very exciting for all parties”, said Michael Gottlieb, Founder of Sunny Side Up Consulting.

“Our team is dedicated to delivering an unforgettable adventure that captures the essence of The Traitors while adding our own creative twist,” said Elliot Hargreaves, Joint-CEO of Immersive Everywhere.

The Brands Untapped Creative Guide profiles 14 different studios and is also available to pick up at BLE from the Brands Untapped booth – E175.

Only 300 have been made.

The founders of Hootenanny Games discuss the licensing of a Sour Patch Kids version of SIXEM.

“We are absolutely delighted to strengthen our partnership with MGA Entertainment through the Yummiland franchise,” said Robyn Cowling, Head of Licensing at Aykroyds.

“This truly diversifies and elevates our offering for the brand to a new level that will connect with consumers of all ages,” said Gerhard Runken, Executive Vice President of Brand & Marketing at Jazwares.

“We look forward to collaborating with more incredible partners across Europe to share this unique format and connect with fans in new and meaningful ways,” said Ruth Henriquez, Head of Licensing, Publishing and LBE at Mattel.