We take a closer look at the 11 big winners in the hotly contested category.
The winners of the 11 product categories at The Licensing Awards covered a variety of big names – from Mattel, through to Rick and Morty apparel and dress-up from Smiffys.
The first award in the category was for Best Licensed Toys or Games Range (sponsored by BBC Studios). The Jurassic World range from Mattel was victorious, with the award collected by Jon Spalding, senior hardlines manager at Universal, and Katherine Daniel, Mattel’s marketing manager.
Katherine commented: “Smashed it! It’s great product and great team work with us and Universal.”
Best Licensed Food or Drink Range (sponsored by Rainbow Productions) was awarded to Kinnerton for its Thomas & Friends collection. Licensing director, Rachel Wyatt, exclaimed: “Kinnerton is steaming ahead as usual!”
Moving on, and Best Licensed Dress-up or Partyware (sponsored by Beano Studios) was awarded to Smiffys for it Roald Dahl collection for F&F at Tesco.
Dominique Peckett, director at Smiffys, told Source: “We are absolutely thrilled and delighted. Winning this award has really highlighted all the work that has gone into this licence from the whole team. And it gives Roald Dahl the credit he deserves as well, after all these years. It’s the perfect classic yet contemporary licence and we’re so pleased it has been recognised.”
Into the apparel categories, and Best Licensed Preschool Apparel range (sponsored by Nickelodeon) was won by the Tiny Tatty Teddy Baby Range for Primark from Paul Dennicci.
Danielle Oprey, European licensing manager at brand owner Carte Blanche, commented: “I’m speechless! It’s an amazing range and completely well deserved.”
Best Licensed Children’s Apparel (sponsored by Hasbro) was awarded to Mickey Mouse Teen Collection for M&Co from Fashion UK, with licensing manager Laura Clowes commenting: “I’m delighted. This is the result of good teamwork with M&Co and it’s been great working together.”
Completing the apparel awards, CID was victorious in the Best Licensed Adult Apparel category (sponsored by Fox Consumer Products) with its Rick and Morty collection for HMV.
“Amazing! Who would have thought that little old CID and little old HMV would win the award against all the big guys! said Nick Wastel, coo of CID. “We’ve been working on this for the last five or six years, rebuilding the HMV brand so we’re pleased they are back where they belong.”
Sooty made a guest appearance on stage to help present Best Licensed Written, Listening or Learning Range (sponsored by Those Licensing People), with Centum Books being named the winner for its PAW Patrol Treasure Cove Stories range.
Fiona Macmillan, md of Centum Books, said: “I’m immensely proud; this has been a whole team effort… sales, production, design. Over one million books have been sold and it just keeps growing.”
Best Licensed Giftware range (sponsored by Penguin Ventures) went to Rainbow Designs for its Classic Winnie the Pooh collection.
Anthony Temple, md of Rainbow Designs, commented: “This is unbelievable and amazing. It’s a great win and great for the whole Rainbow Designs team… ‘the home of classic characters’!”
Pyramid International fought off the competition to win the Best Licensed Home Décor, Tableware or Housewares range (sponsored by Spring & Autumn Fair) with its Classic Mickey Mouse collection.
Mordy Benaiah, licensing director at Pyramid, exclaimed: “Oh my god! We’ve waited a long time for this win!”
A jubilant Moonpig took to the stage to collect the Best Licensed Paper Products or Stationery range (sponsored by Boat Rocker Rights) for its Mr Men and Little Miss range.
Head of licensing Sarah-Jane Porter acknowledged the great competition in the category, saying she was “so excited” to win.
The final award in the category went to Bioworld International, with the company scooping the Innovation Award (sponsored by Cartoon Network) with its DC Superheroes Foundmi range.
Head of licensing Richard Radford, ever the joker, quipped: “I demand a recount!”
You can view all the Product category winners in the gallery below: