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The Licensing Awards: The 2023 Finalists in Full

Licensing Awards 2023

The Licensing Awards has once again attracted a phenomenal number of entries and nominations for 2023 across all the categories. Some 3,500 products were entered across the 11 Product awards categories, with the finalists being arrived at by some 250 retail buyers across the whole gamut of licensed and consumer products. These included executives from Tesco, Asda, Marks & Spencer, TruffleShuffle, My 1st Years, Card Factory, FatFace, Moonpig, TJ Morris, Next, Paultons Park, DFS,, The Works, HMV, The Entertainer, Fraser Group, Ted Baker, Vanilla Underground, Lakeland, Morrisons, JoJo Maman Bébé, Home Bargains, Sainsbury’s, Specsavers and B&M Stores.


Various validation panels have convened to discuss, debate and validate all the other categories to arrive at the worthy finalists.


“The innovation, talent, tenacity and passion of the UK licensing industry is on full display in this year’s list of finalists,” commented Ian Hyder, CEO at Max Publishing, which owns and organizes The Licensing Awards. “From the talented young professionals which make up the UK Rising Star shortlist, through to the 12 evergreen properties in the running for the Classic Licensed Property award, this year’s finalists are shining examples of what makes this industry so amazing. “Congratulations to all of the 2023 finalists – we can’t wait to celebrate with you on 12 September.”


The finalists in The Licensing Awards 2023 are (all categories are for licensing activity over the period between 1 June 2022 and 31 May 2023.):


The UK Rising Star Award Finalists – This is a Licensing International UK award. The award is designed to recognize excellence among junior industry professionals in the United Kingdom under the age of 35.


· Thomas Dimech, Senior Retail and Brand Manager, Retail Monster

· Gemma Fitzgibbon, Licensing Manager, Funko EMEA

· Rakhee Ghelani, Category Manager – Beauty and Care, Universal Products & Experiences

· Oliver Gilding, Exclusive Brands Manager, Iceland

· Donovan De Klerk, Global Licensing Manager, Exquisite Gaming

· Max Pilcher, FMCG & Hardlines, Consumer Products Coordinator EMEA, Mattel

· Leigh Simpson, Global Licensing Manager, Arsenal Football Club

· Melissa Tudor, Creative Director, Fanattik

· Ellie Yarnell, Head of Buying, Vanilla Underground


Retail Category Finalists:


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

· Asda

· B&M


· The Entertainer

· Home Bargains

· Morrisons

· Smyths Toys


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

· Asda


· Claire’s

· The Entertainer

· Marks and Spencer

· Primark

· Smyths Toys


Best Retailer of Adult Licensed Products

· Asda


· Forbidden Planet

· Game


· Primark

· TruffleShuffle


The Radar Award (This award is for retailers which have come on the radar on the licensing front as they have considerably upped their licensing activities in the last year (between 1 June 2022 and 31 May 2023).

· Card Factory

· Get Trend

· John Lewis & Partners

· Lush

· My 1st Years

· Studio

· TK Maxx


Best Overseas Retailer (This award is for retailers of any discipline selling licensed products whose main retailing activity is overseas (ie not in the UK), but which also has a physical or online presence in the UK. The award is for the retailer’s activity on the licensing front over the last year (between 1 June 2022 and 31 May 2023).

· Aldi

· Bershka

· H&M

· Lidl

· Pull & Bear

· Urban Outfitters

· Zara


Best Licensed Retail Marketing Initiative

· Disney100 Where the Magic Began Campaign with Asda/George

· Elf Have your Elf a Merry Christmas Campaign with Asda

· Gabby’s Dollhouse: Gabby on the Go! Campaign with Smyths Toys

· Jurassic Park 30th Anniversary Initiative with the Natural History Museum

· Miffy Year of the Rabbit Campaign with Ichiba

· Mr Men Little Miss Comic Relief Campaign with TK Maxx

· PAW Patrol Aqua Pups STA Campaign with

· Pokémon Bus Party Tour with Smyths Toys

· The World of Peter Rabbit Easter 2023 Campaign with Marks & Spencer


Best Licensed Promotions Campaign

· Care Bears Churros Campaign with The Knot Churros

· Crayola’s BRILLIANT Back To School Doodle Competition with Tom Gates

· Little Miss Waste Less Promotion with Ecover

· The Paddington Bear Afternoon Tea Tour from Brigit’s Bakery (Agency: Inspires Marketing)

· PAW Patrol on a Stroll Campaign with Dogs Trust

· PAW Patrol Swimming Awards with the Swimming Teachers Association

· Peppa Pig x Cleaner Seas Project X Twinkl Celebrate World Oceans Day Campaign with George@Asda


Best Licensed Live Event

· F1 Arcade in St Paul’s London from Kindred Concepts

· The Gruffalo and Friends Clubhouse on the Blackpool Seafront from Merlin Entertainments

· Harry Potter: A Forbidden Forest Experience at Arley from Ravenswood Experiences

· Jurassic World: The Exhibition at Excel London from Cityneon

· Peaky Blinders: The Rise live immersive theatrical show from Immersive Everywhere

· Peter Rabbit Garden Adventure at Blenheim Palace from Histrionic Productions

· SAW Escape Experience London from Path Entertainment (TPEG)

· Stranger Things: The Experience in London from Fever

· Wallace & Gromit A Grand Way Out at Bristol from Locked In A Room

· The Wondrous Worlds of Roald Dahl Festival of Light at Longleat from Longleat


Product Category Finalists

Best Licensed Toys or Games Range

· Disney Mini Brands Capsules from Zuru

· Gabby’s Dollhouse Collection from Spin Master

· The Gruffalo Wooden Toy Range for Primark from Fizz Creations

· Hey Duggee Transforming Space Rocket from Golden Bear Toys

· Indiana Jones Range from Funko Games

· Marvel Nanopods from Wow! Stuff

· Peppa Pig Boat Adventure Set from Tomy UK

· Pokémon x Squishmallows Collection from Jazwares

· Super Mario Bros. Movie Figures from Jakks Pacific

· Super Mario Classic Pop Up from Tomy UK

· Wizarding World Range from LEGO


Best Licensed Dress-Up or Partywear Range

· Barbie Party Box for Claire’s from Christy’s by Design

· Barbie UV Colour Change Mermaid Costume from Rubies Masquerade

· Bluey Party, Balloon and Dress-up Collection from Amscan

· Gigantosaurus Deluxe Costume Range from Smiffys

· Little Mermaid Movie Classic Ariel from Disguise

· Peter Rabbit Classic Paper Tableware for Sainsbury’s from Smiffys

· Pokémon Party, Balloon and Dress-up Collection from Amscan

· Spidey & His Amazing Friends Preschool Costumes from Rubies Masquerade

· SpongeBob SquarePants Frenzy Suit from OppoSuits

· The Very Hungry Caterpillar Tabard from Christy’s by Design

· Willy Wonka & The Chocolate Factory Costume Collection from Rubies Masquerade


Best Licensed Preschool Apparel or Accessories Range (0-5 Years)

· Bluey Collection from Aykroyd & Sons/Roy Lowe

· Disney Classic Baby Range for from TDP

· Elf Infant and Preschool Range from George@Asda

· Elmer the Patchwork Elephant SS23 Range from JoJo Maman Bébé

· Paddington Collection for F+F at Tesco from Blues Group

· PAW Patrol 3D Apparel and Footwear Range from Vanilla Underground

· PAW Patrol Aqua Pups Collection for from Aykroyd & Sons

· Peanuts Collection for Primark from Blues Group

· Peter Rabbit Collection from Blade & Rose

· Peppa Pig Hair Accessories Collection from Hunter Price International

· We’re Going on a Bear Hunt for TU Clothing from Blues Group


Best Licensed Children’s Apparel or Accessories Range

· Barbie Christmas Collection from The Very Group

· Flower Fairies Gucci Kids Love Parade from Gucci

· Hello Kitty Kids Shoes and Accessories from Adidas

· Jurassic World Children’s Collection from Marks and Spencer

· LEGO x H&M Collection from H&M

· Nintendo Collection for Next from Fashion UK

· Paddington Collection for Tu Clothing from Aykroyd & Sons

· Pokémon x Clarks Collection from Clarks

· Minecraft Legends Collection for George@Asda from Bioworld International

· Minecraft x Puma AW22 Collection from Puma

· Wizarding World Children’s Collection from Marks and Spencer


Best Licensed Adult Apparel or Accessories Range

· FIFA 2022 World Cup Collection from Poetic Brands

· Grinch Collection for Asda from Cooneen

· Hot Wheels x Sean Wotherspoon Apparel, Accessories and Footwear from Adidas

· LEGO x Adidas Superstar Footwear from Adidas

· Paddington Bear x Signare Woven Tapestry Range from AC Jade Trading

· Peanuts Collection for Primark from Brand Alliance

· Pusheen Apparel and Accessories Collection from Vanilla Underground

· Minecraft Collection from Burberry

· Netflix Collection from Lacoste

· Smiley Originals x ASOS from Somerbond

· Tommy x Miffy Apparel Collection from Tommy Hilfiger


Best Licensed Written, Listening or Learning Range

· The Adventures of Paddington from HarperCollins UK

· Alphablocks Phonics Fun from Trends UK

· Bluey Publishing Range from Ladybird

· Hey Duggee Press, Play and Party Sticky Stick from Golden Bear

· Learn With Peppa Range from Ladybird

· Minecraft Publishing Range from Farshore, HarperCollins UK

· Mr. Men Little Miss Range from Farshore, HarperCollins UK

· PAW Patrol Audio Cards from Yoto

· Peter Rabbit Publishing Range from Puffin

· Thomas & Friends Limited Edition Packs from Story House Egmont

· We’re Going on a Bear Hunt Tonie Audio Character from Tonies


Best Licensed Paper Products or Stationary Range

· BBC Springwatch Greeting Card Collection from Abacus Cards

· Bluey Calendar and Greeting Card Collection from Danilo Promotions

· Disney D100 Sketch Quotes Greeting Card Collection from UK Greetings

· Eden Project x Papergang Stationery Selection Box from Ohh Deer

· Elmer the Elephant Children’s Stationery from Robert Frederick

· Heinz Greeting Card Collection from Tache Crafts

· Mr. Men and Little Miss Advent Calendar from A2V Trade

· The National Gallery Master Painting Photo Upload Range from Moonpig

· Peter Rabbit Pop Up Card Range from Cardology

· Pokémon Besties Range from Blueprint Collections

· Transformers AR Stamp Collection from Royal Mail


Best Licensed Giftwear Range, HomeDécor Tablewear or Housewears Range

· Disney100 Limited Edition Collection from Mad Beauty

· Disney The Nightmare Before Christmas Collection from Abysse Corp

· Grinch Cosmetics from Revolution Beauty

· Jurassic Park 30th Anniversary Collection from Fanattik

· Me to You AW22 Collection from Home Bargains

· Original Stormtrooper Collection from Nemesis Now

· Peppa Pig Collection from Bamboo Bamboo

· Sonic Cable Guy Phone and Controller Holder from EXG Pro

· The Snowman Musical Soft Toy from Rainbow Designs

· Squishmallows Range from Character World

· Stranger Things Hellfire Club Range from Pyramid International

· Swizzels Love Hearts Plush Gifts from Posh Paws


Best Licensed Food or Drink Range

· Arsenal Pitch Infused Limited Edition Gin and Vodka Liquer Cracker Set from Bohemian Brands

· Beatrix Potter Collection from Biscuiteers

· Elton John Pianoman Truffles from Charbonnel et Walker

· Harry Potter Hedwig Hollow White Chocolate Hand Decorated Owl for Marks & Spencer from Kinnerton

· Lord of the Rings Pale Ale for Tesco from Brewdog

· Me to You Collection for B&M from Kimm & Miller

· Natural History Museum Dinosaur Poo from Crème D’Or

· PAW Patrol Juice Drinks from Vital-Life Nutraceuticals

· Peppa Pig Multivitamin Drinks from Whatever Brands

· SpongeBob SquarePants Frozen Potato Shapes from Iceland Foods

· The Very Hungry Caterpillar Toddler Snack Range from Ella’s Kitchen


The Innovation Award

· CoComelon JJ’s Musical Freeze Dance Boots from Wow! Stuff

· Disney x Moonpig Licensed Flower Range

· Finding Nemo Diving Goggles Wash Bag from Half Moon Bay

· Jurassic World Real FX Baby Blue Dinosaur from Wow! Stuff

· McDonald’s French Fries Crossbody Bag x Loungefly from Funko

· Peppa Pig Playmat Backpack from William Lamb Group

· Super Mario Classic Bath Soap Confetti Cannon from H&A

· Super Mario Bros. Movie Bath and Body Collection from LUSH

· Super Mario Bros. Movie Fire Breathing Bowser from Jakks Pacific

· Transformers Limited Edition Flagship Optimus Prime from Robosen Technologies

· Wallace & Gromit Build Your Own Rocket from Build Your Own


Best Sustainable Licensed Product 

· The Ashmolean Museum The Treasured Collection Paint Range from Graphenstone Paints

· BBC Children in Need Sportacular Collectibles from Louis Kennedy

· Ben & Jerry’s x Tony’s Chocolonely Ice Cream and Chocolate Co-Branded Collaboration

· National Trust Footwear Collection from Moshulu

· PAW Patrol Clean & Soft Range from Naturally Tribal Skincare

· PAW Patrol Magazine from Story House Egmont

· Minions YAZOO KiDS Milk Drinks from FrieslandCapina

· Room on the Broom Pop-out Play-set from Play Press

· Super Mario Bros. Movie Bath and Body Collection from LUSH

· WWF Grasslands Collection from Tesco



Best Preschool Licensed Property  (Age Group 0-5)

· Bing

· Bluey

· CoComelon

· Elmer the Elephant

· Gabby’s Dollhouse

· The Gruffalo

· Hey Duggee

· Paddington

· PAW Patrol

· Peppa Pig

· Peter Rabbit

· The Very Hungry Caterpillar


Best Children or Tween Licensed Property  (Age Group 5-12)

· Barbie

· Emoji

· The Grinch

· Jurassic World

· Lilo & Stitch

· L.O.L. Surprise!

· Marvel Universe

· Miraculous

· My Little Pony

· Transformers

· Wizarding World


Best Teen or Adult Licensed Property 

· Barbie

· Care Bears

· Friends

· The Grinch

· Peaky Blinders

· Peanuts

· Pusheen

· Smiley

· Squishmallows

· Stranger Things

· Wednesday

· Wizarding World


Best Gaming Licensed Property 

· Among Us

· Atari

· Call of Duty

· Fall Guys

· Fortnite

· Minecraft

· Pokémon

· Roblox

· Sonic the Hedgehog

· Super Mario Classic

· Warhammer

· Xbox


Best Film Licensed Property 

· Avatar The Way of Water

· Black Panther Wakanda Forever

· Dungeons & Dragons: Honor Among Thieves

· Guardians of the Galaxy Vol.3

· Jurassic World Dominion

· Lightyear

· The Little Mermaid

· Minions: The Rise of Gru

· Rise of the Teenage Ninja Turtles Movie

· The Super Mario Bros. Movie


Best Music or Celebrity Licensed Property 

· The Beatles

· Billie Faiers

· Ed Sheeran

· Elton John

· Frankie Bridge

· Gorillaz

· Grateful Dead

· Iron Maiden

· Mrs Hinch

· The Rolling Stones

· Style Sisters


Best Sports Licensed Property 

· Arsenal Football Club

· The Football Association

· Formula 1

· Liverpool Football Club

· Manchester City Football Club

· Manchester United Football Club



· 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, Paddington, Peppa Pig, Peter Rabbit, Pokémon, Mickey Mouse, Miffy, The Snowman, Star Wars, Thomas & Friends and The Very Hungry Caterpillar.)


This year’s finalists are:


· Hello Kitty

· In the Night Garden

· Me to You

· Moomin

· Mr. Men and Little Miss

· The Roald Dahl Story Company

· Sesame Street

· The Smurfs

· SpongeBob SquarePants

· Teletubbies

· Wallace & Gromit

· Wizarding World


What Kids Love – (The only consumer award in The Licensing Awards, in collaboration with kids’ market intelligence specialist The Insights Family. The methodology is from 19/5/2022 – 19/5/2023 for UK kids aged 3-12, looking at brands with the highest purchase (or purchase intent) power. To arrive at the finalists, The Insights Family – which speaks to more than half a million kids and parents every year – polled the kids about their favourite video games, TV shows, movies and YouTubers and whether they have bought – or intend to buy – anything related to them during the period. The list of licensed merchandise areas included toys, clothing, books, magazines/comics, DVDs, board games, food, stationery, stickers, apps, music tracks, toiletries, collectables, posters, homeware, greeting cards and tickets.)

· Bluey

· Fortnite

· Minecraft

· PAW Patrol

· Peppa Pig

· Pokémon

· Roblox

· The Simpsons

· Sonic the Hedgehog

· SpongeBob SquarePants

· Stranger Things

· Super Mario Bros


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


The Licensing Awards 2023 takes place on Tuesday 12 September at the Grosvenor House Hotel, London. Tickets and tables can be reserved quickly and securely online by visiting or by contacting Clare Hollick at Create Events: or +44 (0)1183 340085.