The company has signed Clementoni to develop a range of University of Oxford games and puzzles.

The range is likely to include a mix of different themed games aimed at pre-schoolers and families, as well as adult puzzles.

“Both the University of Oxford and Clementoni are world leaders in their sector of expertise, and we are delighted to welcome them to the licensing programme,” commented Hannah Aspey, brand and communications, Oxford Limited.

Michele Marzillano, UK country manager at Clementoni, said: “We are delighted to have signed this deal with the University of Oxford and are proud to be developing a range for this highly respected academic company. We look forward to previewing the launch of SKUs at Toy Fair and getting them into the hands of children later this year.”