Licensing Awards 2024 Winners Announced

On Tuesday, Sept. 10, the licensing industry gathered in Great Room at the Grosvenor House Hotel to celebrate the winners of the 2024 Licensing Awards.

The festivities were hosted by comedian Suzi Ruffell, who took to the stage after a welcome from Max Publishing’s Ian Hyder and Jakki Brown.

“There are 1,200 of us here, all to celebrate everything great about the licensing industry – the people, the products, the brands and the passion,” said Brown, managing director, Max Publishing, in her opening address. “We’re all in the entertainment business, so this event, the largest awards event for the licensing industry in the world, just has to reflect that. It should be fun and memorable – and hopefully tonight will be that and much more.”

The awards also marked the start of the official Brand Licensing Europe’s 25th Anniversary celebrations with the event, which takes place in two weeks at ExCeL London, once again being the headline sponsor for the awards. Mable, the BLE bear – BLE’s new mascot – was on hand to welcome guests ahead of the drink’s reception. Anna Clarke, senior vice president, licensing, Global Licensing Group, Informa Markets, then took to the stage to toast BLE and officially invite everyone to BLEs Birthday Party drinks on Day 1 of the show on Sept. 24.

“I want to acknowledge and thank everyone in this room,” said Clarke. “Trade shows are only successful when the whole community comes together to exhibit, to attend, to partner or to support and whether you are one of our original attendees or visitors who came to our first show in 1999, or whether you will be attending BLE this year for the first time, you have all made BLE what it is today, so thank you.”

The evening culminated with industry veteran, Richard Hollis, named this year’s Honorary Achievement recipient.

The BLE Team with Mable the BLE Bear at Licensing Awards 2024

The awards were once again backed by Brand Licensing Europe as headline sponsor and supported by industry trade body, Licensing International.

The winners of The Licensing Awards 2024 are:

UK Rising Star Award: Corinne Duckworth, commercial executive, Dreamtex

Best Retailer of Preschool Licensed Products (Age Group 0-5): Smyths Toys

Best Retailer of Kids’ Licensed Products (Age Group 5-16): Primark

Best Retailer of Adult Licensed Products: HMV

The Radar Award: Cardfactory

Best Overseas Retailer: H&M

Best Licensed Retail Marketing Initiative: “Barbie the Movie” Campaign with Zara

Best Licensed Promotions Campaign: “Cluedo” cooking sauces promotion with Premier Foods

Best Licensed Film Event: “Stranger Things: The First Shadow” theatrical production from Sonia Friedman Productions

Best Licensed Toys or Games Range: “Traitors The Official Board Game” from Vivid Goliath

Best Licensed Health and Beauty Range: “SpongeBob SquarePants” bath and body collection from LUSH

Best Licensed Preschool Apparel or Accessories Range (0-5 Years): “Peppa Pig” x Natural History Museum collection for F&F at Tesco from Blues Group

Best Licensed Children’s Apparel or Accessories Range: Squishmallows collection from H&M

Best Licensed Adult Apparel or Accessories Range: “Barbie Movie” collection for Primark from Bioworld

Best Licensed Dress-Up or Partyware Range: “Wednesday” dress-up range from Rubies Masquerade

Best Licensed Written, Listening or Learning Range: Peter Rabbit Cross Stitch Magazine from Hachette Partworks

Best Licensed Paper Products or Stationery Range: Crayola Kraft range from Hunter Price

Best Licensed Giftware, Home Décor, Tableware or Housewares Range: Miffy x Cath Kidston collection from Cath Kidston

Best Licensed Food or Drink Range: “Elf” doughnut collection from Krispy Kreme

The Innovation Award: Real FX Disney Stitch puppet from WOW! Stuff

Best Sustainable Licensed Product: Happy Place by Fearne Cotton AW23 Collection with Fabacus from Nobody’s Child

Best Preschool Licensed Property (Age Group 0-5): “Bluey”

Best Children’s or Tween Licensed Property (Age Group 5-12): Squishmallows

Best Teen or Adult Licensed Property: Barbie

Best Gaming Licensed Property: “Minecraft”

Best Film Licensed Property: “Barbie The Movie”

Best Music or Celebrity Licensed Property: The Beatles

Best Sports Licensed Property: Manchester City Football Club

The Classic Licensed Property Award: Hello Kitty

What Kids Love Award: Pokémon

Honorary Achievement Award: Richard Hollis