The Source chats to Hasbro’s Holly Oldham about NERF’s major licensing push.

Bulldog Licensing secures deals with Sambro and Smith & Brooks.

New girls’ range arrives in top 33 stores as well as online.

Licensing drive to receive boost as property to air on channel from September 29.

Smith & Brooks, William Lamb and Rainbow Productions on board.

Including Smiley securing a Moonpig DTR after meeting at PG Live earlier this year.

Click Distribution, DJ Murphy, Poetic Brands, Smith & Brooks all signed up.

Winners included LEGO, Hasbro, Scholastic, Primark and Comparethemarket.com.

Special event saw company present its Partnership Awards to six licensees.