The Licensing Awards 2021: The Finalists

Nominees for the product, property, retail and special awards categories are announced.

The finalists of The Licensing Awards 2021 are announced today (20 July).

“After the year and half that we have all had, it feels all the more triumphant to be able to announce the finalists in The Licensing Awards 2021 – with the winners being revealed at a physical awards event on 14 September which will be some reunion!” commented Ian Hyder, joint managing director of Max Publishing, which owns and organises The Licensing Awards.

The Licensing Awards attracted a phenomenal number of entries and nominations this year across all the categories.

Over 200 retail buyers formed the judging panel offering their expert input across the product categories. These included Asda, B&M, Blue Diamond Group, Character.com, Clarks, The Entertainer, FatFace, Forbidden Planet, Games Workshop, Home Bargains, John Lewis & Partners, M&Co, Marks & Spencer, Matalan, Merlin Entertainments, Moonpig, Morrisons, Primark, Sainsbury’s, Selfridges, Tesco, Toymaster, among many others.

Various validation panels have convened to discuss, debate and validate all the other categories to arrive at the worthy finalists.

“The Licensing Awards truly celebrate all that is great about the licensing community. The level of support and input has been incredible and we just can’t wait to get everyone back together at the awards event this year,” added Jakki Brown, joint managing director of Max Publishing.

In addition to all the finalists detailed below, there is a new consumer award category which will be joining The Licensing Awards 2021. This will be revealed later this week.

The finalists in The Licensing Awards 2021 are:

THE UK RISING STAR AWARD

This is a Licensing International UK award. The award is designed to recognise excellence among junior industry professionals in the United Kingdom under the age of 35.

  • Abbie Burrows, category manager hardlines and FMCG, Hasbro UK & EMEA
  • Jessica Campbell, licensing manager – Europe, National Football League (NFL)
  • Janna Kirkby, associate licensing manager, Acamar Films
  • Chelsea Schep, senior licensing manager, IMG
  • James Barlow, export manager, Rainbow Productions
  • Olivia Wiggett, associate commercial manager, The Point.1888
  • Lucy Williamson, manager brand management, Beanstalk

 

RETAIL CATEGORY FINALISTS

BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS (AGE GROUP 0-5)

  • Character.com
  • The Entertainer
  • George@Asda
  • Nutmeg at Morrisons
  • Tesco
  • Next

 

BEST RETAILER OF KIDS’ LICENSED PRODUCTS (AGE GROUP 5-16)

  • Asda
  • Character.com
  • The Entertainer
  • Next
  • Smyths Toys
  • Tesco

 

BEST RETAILER OF ADULT LICENSED PRODUCTS

  • Asda
  • ASOS
  • Forbidden Planet
  • HMV
  • Primark
  • Tesco

 

THE RADAR AWARD

This award is for retailers who have come on the radar on the licensing front as they have considerably upped their licensing activities in the last year (between 1 June 2020 and 31 May 2021).

  • B&M
  • Card Factory
  • The Hut Group
  • The Range
  • Studio.com
  • Superdrug

 

BEST OVERSEAS RETAILER

This award is for retailers of any discipline selling licensed products whose main retailing activity is overseas (ie not in the UK), but which also has a physical or online presence in the UK. The award is for the retailer’s activity on the licensing front over the last year (between 1 June 2020 and 31 May 2021).

  • Aldi
  • H&M
  • Pull & Bear
  • Uniqlo
  • Urban Outfitters
  • Zara

 

BEST LICENSED RETAIL MARKETING INITIATIVE

This award is for the most creative and effective marketing campaign run in a UK retailer to support a licensed brand or range of licensed products or individual product.

  • MTV x River Island x British Fashion Council with Iceberg, Music Meets Fashion Competition
  • Natural History Museum x Finisterre, The Resilience of Nature Campaign
  • KFC and Comic Relief’s Merry Clucking Christmas Campaign
  • Mrs Hinch Exclusively at Tesco Campaign
  • Peppa Pig x Regatta at Next
  • The Rolling Stones RS No.9 Carnaby Street Activity

 

BEST LICENSED PROMOTIONS CAMPAIGN

This award is for a creative and effective use of a licence in the promotion of another brand or service.

  • Peppa Pig with National Children’s Gardening Week Campaign
  • PJ Masks Superhero Bedtime campaign for UNICEF UK
  • Pokémon Happy Meals Promotion with McDonald’s
  • Tom and Jerry and Xplora: The Movie Partnership (Agency: Lime Communications)

 

BEST LICENSED LIVE EVENT

This award is for a licensed live event where the public needs to pay to participate, either by paying to enter a venue where the licensed event takes place or to participate directly in the licensed event itself. Free-to-consumer experiential marketing events are covered by the Licensed Promotions Campaign award.

  • The Crystal Maze LIVE Experience from Little Lion Entertainment
  • Dennis & Gnasher’s Big Bonanza at Royal Botanical Gardens Kew and Wakehurst Place
  • Doctor Who: A Dalek Awakens at Resorts World from Escape Hunt
  • The Gruffalo Adventures at Royal Botanical Gardens Kew Gardens
  • Peppa Pig Afternoon Tea Bus Tour from Brigit’s Bakery
  • Peter Rabbit Christmas Grotto at Centre:MK from Eskimo Jo Events
  • Warhammer 40,000 Immaterium Escape Room from Escapologic
  • Zog and the Quest for the Golden Star at Warwick Castle from Merlin Entertainments

PRODUCT CATEGORY FINALISTS

BEST LICENSED TOYS OR GAMES RANGE

  • Adventures of Paddington Toy Range from Rainbow Designs
  • CoComelon Toys from Bandai
  • The Gruffalo Master Toy Range from Wow! Stuff
  • Maya Angelou Inspiring Women Barbie Doll from Mattel
  • Mini Brands Collectables from ZURU
  • Peppa Pig Wooden Mud Kitchen from HTI
  • Back to the Future Range from Playmobil UK
  • Pokémon Toy Range from Character Options
  • Super Mario Range from The LEGO Group

 

BEST LICENSED DRESS-UP OR PARTYWARE

  • DC Superheroes Sustainable Dress-up Range from Amscan
  • Disney Princess Collection for George@Asda from Christys by Design
  • Disney Princess Premium Range for Sainsbury’s from Smiffys
  • Harry Potter Boy’s Suitmeister Dress-up from OppoSuits
  • Mog The Cat Deluxe Costume from Smiffys
  • Peppa Pig Careers Dress-up Collection from Christys By Design
  • Pokémon Dress-up and Partyware Collection from Amscan
  • Roald Dahl’s Matilda Costume for Tesco from Smiffys
  • Star Wars, The Mandalorian Costume for TU Sainsbury’s from Rubies Masquerade

 

BEST LICENSED PRESCHOOL APPAREL OR ACCESSORIES RANGE (0-5 YEARS)

  • Elmer the Patchwork Elephant SS21 Collection from JoJo Maman Bébé
  • The Gruffalo Footwear Range for Next from Brand International
  • The Jungle Book Collection x Baby World from Primark
  • Peanuts Collection from Cribstar
  • Peppa Pig Collection from Regatta Outdoors
  • Peppa Pig Toddler Girls Range for Tesco from Fashion UK Global Licensing
  • Peter Rabbit Collection from Cath Kidston
  • Peter Rabbit Classic SS21Collection for Nutmeg at Morrisons from Dennicci
  • We’re Going On A Bear Hunt SS21 Collection for Asda from Jainco

 

BEST LICENSED CHILDREN’S APPAREL OR ACCESSORIES RANGE

  • Barbie x Very.com Powered by Kindness Girls Athleisure Range from Very
  • LEGO x Adidas Children’s Footwear from Adidas
  • LEGO Ninjango X Hype Collection from Global Brands Group
  • Miffy Collection for Next from Fashion UK Global Licensing
  • Peppa Pig Girls Night Time Range for Tesco from Misirli
  • Roald Dahl x Natural History Museum Extraordinary Explorers Clothing Range from M&S
  • Roald Dahl Pyjamas Nightwear for TU at Sainsbury’s from Aykroyd and Sons
  • Super Mario Range for Zara from Fashion UK Global Licensing
  • The Wizarding World Kids Fashion Range from M&S

 

BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE

  • Barbie 1959 Collection from Zara
  • Dr Seuss Collection from Irregular Choice
  • Friends Women’s Range from Tesco
  • Harry Potter In The Style Sweatshirts from Brands In
  • Mickey Mouse Cares Range from Primark
  • Minnie Mouse Loungefly Cookies Backpack and Headband Combo from Loungefly by Funko
  • The National Gallery Collection for ASOS from Poetic Brands
  • Peter Rabbit Women’s Collection from Cath Kidston
  • Pokémon 25th Anniversary Collection from The Hut Group

 

BEST LICENSED WRITTEN, LISTENING OR LEARNING RANGE

  • Adventures of Paddington Fun to Learn Magazine from Redan Publishing
  • BBC Earth Blue Planet II Book from Penguin Random House
  • Elf on the Shelf Magazines from Signature Publishing
  • LEGO Explorer Magazine from Story House Egmont
  • L.O.L. Surprise! Sticker Books from Centum Books
  • Mr Men Little Miss Books from Farshore Books
  • PAW Patrol Chase Tonie from Tonies
  • Peppa Pig Ladybird Range from Penguin Random House
  • Timmy Time Ladybird Readers Beginner Level Books from Penguin Random House

 

BEST LICENSED PAPER PRODUCTS OR STATIONERY RANGE

  • Animal Crossing Villager Squares Stationery Collection from Pyramid International
  • The Beatles Song Titles Greeting Card Range from Hype Associates
  • Boofle Stay at Home Greeting Card Range from Moonpig
  • The Gruffalo Stationery Range from Robert Frederick
  • The Mandalorian – The Child Greeting Card Range from UK Greetings
  • Minnie Mouse Positivity Collection from Hallmark Cards
  • Only Fools and Horses 40th Anniversary Stamp Collection from Royal Mail
  • Peaky Blinders Calendar, Diary, Greeting Cards and Gift Bag Collection from Danilo Promotions
  • Spitting Image Greeting Cards Range from Emotional Rescue

 

BEST LICENSED GIFTWARE RANGE, HOME DÉCOR, TABLEWARE OR HOUSEWARES RANGE

  • A Celebration of the National Trust Fabric Range from Sanderson Design Group
  • Mickey & Friends Collection from Mad Beauty
  • Minecraft Gift and Homewares Range from Paladone Products
  • Monopoly Personalised Homewares and Gifting Range from Star Editions
  • Mrs Hinch Collection from Tesco
  • PAW Patrol Coverless Carefree Bedding from Character World
  • Peanuts 70th Anniversary Homewares and Gift Collection from Cath Kidston
  • Pokémon 25th Anniversary Giftware from Abysse Corp
  • Roald Dahl x Natural History Museum Extraordinary Explorers Range
    Homeware Collection from M&S
  • The Wizarding World Collection from Wow! Stuff

 

BEST LICENSED FOOD OR DRINK RANGE

  • Barratt x Iceland Ice Creams from Ice Fresh
  • Ghostbusters Candy from Rose Marketing
  • Harry Potter Confectionery for M&S from Kinnerton Confectionery
  • Mr Men Little Miss Confectionery from Crème d’Or
  • Original Stormtrooper Galactic Dry Gin from Blue Tree
  • Peaky Blinders Wine from Vignobles Bardet
  • Peter Rabbit Classic Chocolate Novelties Easter Collection from Cadbury’s
  • Wallace & Gromit Biscuit Collection from Deans of Huntly
  • Xbox Celebration Cake from Finsbury Foods

 

THE INNOVATION AWARD

  • Batman Cape Backpack from Bioworld International
  • Crayola Rainbow Toothpaste from H&A
  • Ghostbusters Trap Incense Burner from Numskull Designs
  • Hey Duggee Plush Chair from 8th Wonder
  • LEGO DOTS Range from Levi’s
  • Marvel Battleworld Range from Funko
  • Minecraft Block Building Light from Paladone Products
  • Peppa Pig’s Clever Car from Wow! Stuff
  • Scooby-Doo Products for Dogs from Fred & Ginger

 

BEST SUSTAINABLE LICENSED PRODUCT

This special product award is for one licensed item or range of any discipline and will recognise and reward a licensed product’s/range’s credentials on a sustainability front.

  • Alice Scott Gift Range for Tesco from H&A
  • The Beano, Dennis’ 70th Anniversary Limited Edition Tartan from The Prickly Thistle Scotland
  • Grand Designs Sofas from The Branded Furniture Company
  • The Gruffalo Pop-out Play-set from Play Press Toys
  • The Gruffalo Repreve Recycled Bedding Collection for ASDA from Dreamtex International
  • Jurassic World: Camp Cretaceous Happy Meal from The Marketing Store
  • National History Museum The Resilience of Nature Range from Finisterre
  • Peppa Pig Brand Threads Nightwear Range from Cooneen By Design
  • Peppa Pig Eco Plush from Character Options

PROPERTY CATEGORY FINALISTS

BEST PRESCHOOL LICENSED PROPERTY (AGE GROUP 0-5)

  • Baby Shark
  • Bing
  • CoComelon
  • The Gruffalo
  • Hey Duggee
  • PAW Patrol
  • Peppa Pig
  • Teletubbies
  • That’s Not My…
  • Thomas & Friends

 

BEST CHILDREN’S OR TWEEN LICENSED PROPERTY (AGE GROUP 5-12)

  • Barbie
  • Jurassic World
  • LEGO
  • L.O.L. Surprise!
  • Miraculous
  • NERF
  • Trolls
  • Wizarding World
  • The World of David Walliams

 

BEST TEEN OR ADULT LICENSED PROPERTY

  • Barbie
  • Emoji
  • Friends
  • The Grinch
  • The Mandalorian
  • Marvel Universe
  • Peaky Blinders
  • Stranger Things
  • Wizarding World

 

BEST GAMING LICENSED PROPERTY

  • Animal Crossing
  • Assassin’s Creed
  • Destiny
  • Fortnite
  • Minecraft
  • Pokémon
  • Roblox
  • Sonic The Hedgehog
  • Super Mario
  • Warhammer

 

BEST FILM LICENSED PROPERTY

  • Cruella
  • Peter Rabbit 2: The Runaway
  • Tom and Jerry: The Movie
  • Wonder Woman 1984

 

BEST MUSIC OR CELEBRITY LICENSED PROPERTY

  • The Beatles
  • Billie Eilish
  • BTS
  • Hearts by Tiana
  • Motörhead
  • Mrs Hinch
  • Queen
  • The Rolling Stones

 

BEST SPORTS LICENSED PROPERTY

  • Arsenal Football Club
  • British & Irish Lions
  • Chelsea Football Club
  • England Football
  • England Rugby
  • Liverpool Football Club
  • Manchester City Football Club
  • Manchester United Football Club
  • NFL
  • NFL Players Association
  • Tottenham Hotspur Football Club

 

THE CLASSIC LICENSED PROPERTY AWARD

This award is for properties that have stood the test of time (with at least a decade of licensing activity). The winner joins previous winners in The Licensing Classics Hall of Fame. Previous year’s winners are Barbie, The Beano, Peppa Pig, Peter Rabbit, Pokémon, Mickey Mouse, Miffy, The Snowman, Star Wars and Thomas & Friends.

This year’s finalists are:

  • Batman
  • In the Night Garden
  • Me to You
  • Minnie Mouse
  • Mr Men Little Miss
  • Paddington
  • Peanuts
  • Roald Dahl
  • Sesame Street
  • Spider-man
  • The Very Hungry Caterpillar
  • Wallace & Gromit

 

Honorary Achievement Award

There are no finalists announced for this prestigious award, given to someone in recognition of their contribution to the industry.

All winners will be announced at a physical evening awards event on Tuesday 14 September, held in The Great Room at The Grosvenor House Hotel in London.

Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: clare@createvents.co.uk or +44 (0)1183 340085.

For sponsorship, entry enquiries or general questions regarding The Licensing Awards, please contact Ian Hyder, Jakki Brown or Rob Willis.

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

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