We highlight the 7 winners, while Trolls & Vosene scoop the Marketing Communication award.
As usual, the property categories at The Licensing Awards were hotly contested, with some high profile brands nominated across preschool, children’s, adult, film, celebrity, sports and classic.
First to take to the stage was PAW Patrol, winning Best Preschool Licensed Property (sponsored by Character World), with the Nickelodeon and Spin Master teams collecting the accolade.
Marianne James, vp commercial partnerships at Nickelodeon, said: “We are just elated; it’s super to win for the second year. You can never take anything for granted so this is always amazing.”
Best Children’s or Tweens Licensed Property (sponsored by Misirli) was won by My Little Pony.
Holly Oldham, UK consumer products director of Hasbro Consumer Products, told The Source: “We are delighted. This has been five years in the making and it’s only going to get better. We have great product, great content, great TV and there’s still the movie to come.”
Pusheen was the cat that got the cream, picking up Best Teen or Adult Licensed Property (sponsored by TVM Fashion Lab).
Andrew Lane, ceo of Fluid World, said: “I cannot wait to call Claire Belton, the creator of Pusheen, in Chicago and tell her.”
Best Film Licensed Property (sponsored by Pyramid International) was a hotly contested category, with Trolls emerging victorious.
Hannah Mungo, country director for UK and Eire at Universal Brand Development, said that praise needed to go to the DreamWorks team which developed the licensing programme. “This is amazing; it was such a well managed and well developed programme by DreamWorks,” she told The Source.
Justin Bieber hit the high notes, winning the Best Music or Celebrity Licensed Property (sponsored by Danilo).
It was the second trip to the stage for the Bravado team, with md David Boyne saying: “Bieber has just been absolutely brilliant for us.”
Chris Onyekweli, key account manager at Universal Music Group/Bravado, added: “This is really satisfying. We worked really hard on this.”
Best Sports Licensed Property (sponsored by Art + Science International) saw Chelsea FC hit the back of the net.
Mark Bell, merchandising licensing manager, said: “The team won 6-0 tonight in the Champions’ League, so we’re replicating in licensing the success they are achieving on the pitch.”
The Classic Licensed Property award (sponsored by BB Designs) went to Pokémon after a stellar year. Harris McQueen, UK licensing manager at The Pokémon Company, said: “A lot of hard work has gone into this from all the team and our partners.”
Finally, a bumper Best Licensed Marketing Communication category (sponsored by Brand Licensing Europe) was won by Trolls with Vosene Kids (agency: Lime Communications).
“This is amazing; there was such great competition in the category,” said Lime Communications’ ceo, Lesley Hasson-Egan. “And just how well has Trolls done tonight? It has a great future ahead.”
View our winners’ gallery from the category below:
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