Licensing International Excellence Awards Winners Unveiled
Brandora Editorial Staff - May 2022
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 Cakewalk Entertainment founder and CEO George Leon. 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 of 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.”
Here are the 2022 Licensing International Excellence Awards winners:
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 & 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+) – 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 & 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, 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 – The Simpsons x Balenciaga
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