In the third week of the competition, the candidates join Lord Sugar at London's Cambridge Theatre, where they find out the next task will challenge them to design a toy for six-to-eight-year-olds, along with an online video to promote their brand. The teams must create their toys and prepare their pitches, before presenting their concepts to some of the biggest names in the toy industry. Back in the boardroom, one candidate from the losing team will be sent home.

Lord Sugar sends the candidates to the historic university cities of Oxford and Cambridge, where they will attempt to procure nine items that are associated with both places.