Hasbro, The Entertainer and The LEGO Group make The Licensing Awards 2021 list of finalists

Hasbro, The Entertainer, Forbidden Planet, and The LEGO Group have all been named among this year’s shortlist of finalists in the 2021 Licensing Awards.

Making a return to its physical format this year, the Licensing Awards will be celebrating the best in collaborations across the categories, from Best Licensed Live Event and Best Licensed Toys or Games Range, to Best Licensed Dress-Up and Best Retailer of Preschool’ Licensed Products.

The finalists will be deliberated over by a judging panel of over 200 retail buyers, offering expert input across the categories, with representatives from Asda, B&M, Blue Diamond Group, Character.com, Clarks, The Entertainer, Forbidden Planet, Games Workshop, John Lewis & Partners, Merlin Entertainments, Toymaster and more.

“After the year and a 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 September 14th, which will be some reunion,” said Ian Hyder, joint managing director of Max Publishing, owners and organisers of the event.

In addition to the returning categories this year, a new consumer award category will be joining The Licensing Awards 2021, with details being revealed soon.

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

The Licensing Awards 2021 finalists, 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 of Hasbro UK & EMEA
Jessica Campbell, licensing manager – Europe of National Football League (NFL)
Janna Kirkby, associate licensing manager of Acamar Films
Chelsea Schep, senior licensing manager of IMG
James Barlow, export manager of Rainbow Productions
Olivia Wiggett, associate commercial manager of The Point.1888
Lucy Williamson, manager brand management of 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

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

BEST OVERSEAS RETAILER

Aldi
H&M
Pull & Bear
Uniqlo
Urban Outfitters
Zara

BEST LICENSED RETAIL MARKETING INITIATIVE

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

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

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

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 SS21 Collection 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 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

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 will join 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. It will be given to someone in recognition of their contribution to the industry.

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 phone +44 (0)1183 340085.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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