Brand Licensing Europe Opens Entries for License This! Competition

The entry deadline is August 27, 2020.

License Global

May 27, 2020

3 Min Read

Brand Licensing Europe has opened entries for its annual License This! competition, which gives young brands and designers a leg up into the multi-billion-dollar world of licensing and brand extension.  

This year’s judges are on the hunt for fresh, exciting new blood across two award categories: Character & Animation and Brand & Design. To qualify, entrants can hail from anywhere in the world, but they must be unsigned: not working with an agent or have any retail deals in place. Entry is free at

“License This! has never been more important,” says Will Stewart, founder and managing director, The Point.1888, and returning judge. “Every industry needs new young brands to be nurtured to build the opportunities of the future. There will be tons of home working or furloughed designers who have been doodling over the last couple of months. Be brave and submit your work - the exposure you get, the feedback you get and the confidence you will get are vital. Every year, the quality improves, and what's really impressed me is when designers come back with tweaks based on the previous year’s feedback. Last year’s winner Drew Bristow is a great example of this.” 

The finalists will be chosen on September 11 by two judging panels, including a bunch of new faces critiquing the Character & Animation category: Ruth Golightly, buying head, Asda, Licensing Emily Aldridge, licensing head, GB eye, Nico Franks, kids editor, C21 and Ian Downes, founder, Start Licensing.

“Licensing is an industry that thrives on new ideas and fresh talent,” Dowes said. “It can be hard to break through sometimes, so a forum like License This! is a very welcome one as it shines a light on creativity. I look forward to seeing this year's entries. Well done BLE for driving License This forward.” 

This year’s two License This! winners will receive a free exhibition stand at BLE 2021, one year’s Licensing International membership, PR support and iadvice from the panel of industry experts. In addition, all finalists will receive legal consultation from competition sponsor Wynne-Jones. Previous entrants – both winners and finalists – have successfully signed lucrative agent and licensing deals off the back of the competition and are championing fellow entrepreneurs to sign up. 

 “It was a really fun experience and it has opened so many doors for me already – I can't wait for BLE this autumn!” says Rose Brooks, last year’s joint-winner. “If you’re thinking about entering this year, all the judges I spoke to said it was about the potential of the idea rather than finished and polished product lines, so if you have an idea you think has the possibility to grow, make lots of prototypes: the more you experiment, the stronger the idea will become.” 

This year’s judges are confirmed as: 

  • Sarah Ward, chief executive officer, The Giftware Association

  • Victor Caddy, director and trademark & design attorney, Wynne-Jones

  • Kirsty Barr, client services manager, Wynne-Jones

Character & Animation

  • Dan Grant, licensing director, Danilo Promotions                                      

  • Clare Piggott, managing director, Larkshead Media

  • Ruth Golightly, buying head, Asda

  • Emily Aldridge, licensing head, GB eye

  • Ian Downes, director, Start Licensing

  • Nico Franks, editor, C21 Kids

Brand & Design                                   

  • Stuart Cox, owner, I Like Birds

  • Vicki Thomas, owner, Vicki Thomas Associates                                      

  • Sarah Lawrence, director, This is Iris                                

  • Jehane Boden Spiers, founder, JEHANE  

  • Will Stewart, founder and managing director, The Point.1888

Entry is free at

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License This!

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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