Licensing International Unveils Awards WinnersLicensing International Unveils Awards Winners

The winners of the 2022 Licensing International Excellence Awards were unveiled last night in a ceremony that brought together industry executives from around the world to celebrate the best of the global licensing industry.  

The 25 award winners were selected from 165 finalists from around the world. More than 800 entries were received, narrowed down by an expert global judging panel and voted on by members of the licensing industry at large.  

This year’s Excellence Awards were hosted by George Leon, chief executive officer, founder, Cakewalk Entertainment. The awards were presented by Alifish, InSpirit Designs, Jazwares and participants in Licensing International’s Accelerator Program, including Bedrock Collectibles, Holy Joe, LIBREX, Park Star Media and Somos Arte.   

The awards honor innovation and creativity in the way brands use licensing to further their goals, how licensees develop and bring those products to market and how retailers creatively spotlight licenses on their shelves. This year’s ceremony saw the return of the Best Location-Based Entertainment award, recognizing innovation across location-based brand extensions following significant lockdowns. Gamepath Entertainment took home the LBE trophy for the Monopoly Lifesized immersive experience in London.  

“It’s inspiring to see the quality of work produced by the licensing industry and it was incredible to be able to celebrate those successes together in person,” says Maura Regan, president, Licensing International. “The Licensing International Excellence Awards are a testament to the power of brands and to the power of licensing to launch products and programs with lasting appeal.”  

The 2022 Licensing International Excellence Awards winners are:  

Best Licensed Products 

Apparel or Accessory for a Corporate Brand – BMW M Motorsport line by PUMA 

Apparel or Accessory for an Entertainment Property – “The Legend of Zelda” line by BlackMilk 

Appliances, Housewares, Electronics for a Corporate Brand – Xbox fridge by Ukonic  

Appliances, Housewares, Electronics for an Entertainment Property – “Sesame Street” collaboration by tonies  

Digital: Apps, Software, Video Games, NFTs – Forever 21 Shop City experience by Virtual Brand Group 

Food or Beverage for a Corporate Brand – Louvre ice cream by Häagen-Dazs 

Food or Beverage for an Entertainment Property – “Harry Potter” mooncakes by Awfully Chocolate 

Health and Beauty Aids – “Friends” bath and beauty line by Mad Beauty 

Home Décor – LEGO wooden home décor by Room Copenhagen  

Publishing, Social Expression – The Beatles advent calendar by Eaglemoss  

Toys, Games, Novelties (ages 0-8) – “Batman” Batcave playset by Spin Master 

Toys, Games, Novelties (ages 8 and up) – adidas Originals Superstar model by LEGO 

Best Licensed Brands  

Corporate Brand – BMW by BMW Group   

Entertainment, Character, Toy Brand (Animated) – “CoCoMelon” by Moonbug Entertainment   

Food, Beverage, Restaurant – Coca-Cola, Hi-C and Sprite by The Coca-Cola Company  

Lifestyle: Art, Design, Celebrity, Fashion – Amy Winehouse by MDR Brand Management  

Live Action Entertainment – “Ghostbusters” by Sony Pictures   

Museum, Art and Design – V&A by The Victoria and Albert Museum   

Sports, Collegiate – Formula 1 by CAA Global  

Other Awards  

Best Licensing Agency – Beanstalk   

Best Licensed Collaboration – Balenciaga x “The Simpsons”    

Best Licensed Promotion – Rovio & Born Licensing for GEICO’s “Angry Bird Problem?”   

Best Location-Based Entertainment – Monopoly Lifesized by Gamepath Entertainment   

Best Retailer (Corporate, Lifestyle, Fashion, Sports Initiative) – BoxLunch for McDonald’s   

Best Retailer (Entertainment, Character Brand) – Bloomingdale’s for “Space Jam: A New Legacy”