May The Thoughts Be With You takes home top prize at the annual competition for promising new brands.

May The Thoughts Be With You was named the winner of the License This! competition for new creative concepts at Brand Licensing Europe on Thursday as the trade show rounded out its 18th year.

Presented by Charlotte Reed, May The Thoughts Be With You is a book of Reed’s own thoughts illustrated with cheerful, fun cartoon characters.

The brand beat out three other finalists–I Like Birds, “Super Geek Heroes” and “Chihuahua Hiyaa”–to take home a prize packaged valued at more than £6,000. The package includes a fully furnished stand at BLE 2017 to bring the brand to the market along with a LIMA membership for one year and one ticket to the LIMA Licensing Essentials Course & Spring Fling Networking Party in May 2017.

“I am completely shocked, delighted and excited,” says Reed. “It has been an amazing experience and monumental day for May The Thoughts Be With You!”

This year’s judging panel was led by Kelvyn Gardner, managing director, LIMA U.K. and also included Tom Gunn, senior international brand director, Nickelodeon & Viacom Consumer Products; Jane Evans, director, JELC; Sam Ferguson, senior director, licensing and retail, Jazwares; Pat Reading, licensing director, UU; Max Lister, senior licensing manager, Natural History Museum; Clare Piggot, director, licensing and merchandising, Larkshead Media; and Pippa Smith, childrenswear licensed character coordinator, Marks & Spencer.

“As ever, the quality of entries was extremely high this year and the judges faced a hard decision,” says Gardner. “However, we feel that May The Thoughts Be With You demonstrated excellent potential and look forward to seeing the property brought back to market at BLE 2017.”

The runners-up include: