The founder and MD of licensed calendar specialist Danilo, Laurence Prince, won the prestigious Honorary Achievement accolade at The Licensing Awards 2015, which took place at Grosvenor House Hotel in London on September 15.
Mattel’s instantly recognisable girls’ toy brand Barbie was named Best Classic Licensed Property for 2015
1,400 retailers, licensees, licensors and suppliers showed up at the black tie dinner to honour the industry’s highest achievers. Actor and entertainer Alexander Armstrong hosted the event, while Brand Licensing Europe was headline sponsor.
There were 36 awards in total (making for a fun but lengthy evening for those who attended!), covering retailer, product and brand categories. Primark dominated the retailer categories, while Flair’s Shopkins Master Toy Range and the Frozen Light-Up Princesses range by Rubie’s Masquerade won the Best Licensed Toys or Games and Best Licensed Dress-Up or Partyware awards respectively.
Star Wars merchandise hit the spot yet again as Dennicci’s Baby Range for Mothercare won the Best Licensed Preschool Apparel category. The Minions Boys Range for George@ASDA from Coneen by Design topped the list for older children and adults’ licensed apparel.
A bit closer to G&G Review’s heart was the Classic Winnie the Pooh Collection from Egmont, winner of the Best Written, Listening or Learning Range, while Danilo’s Despicable Me Greeting Cards, Calendars and Giftbags were a safe bet for the Best Licensed Paper Products or Stationery Range award.
It was also nice to see heritage brand Historic Royal Palaces win the Innovation Award for its Hobbs licensed Fashion Collection
Gift Republic’s Mr. Men and Little Miss Grow Kits scored for the Best Licensed Giftware award and the fabulous Ted Baker Rosie Lee collection from Portmeirion was stylish winner of the Best Licensed Home Decor, Tableware or Housewares range.
Minions scored again in Licensed Food or Drink with the branded Ice Cream range by IceFresh Foods while cereal giant Kellog’s scooped the Best Licensed Brand Range award for Mad Beauty’s Vintage Health and Beauty Range.
In the Licensed Property categories, Peppa Pig from eOne was named best for Preschool kids and Nickelodeon & Viacom’s Teenage Mutant Ninja Turtles won the best over TV Licensed Property award. Minions scored a hat trick for Universal by being named Best Film Licensed Property. Minecraft was named the Best Gaming or New Media Licensed Property.
Ted Baker won the Best Licensed Property award after a fabulous few years on the merchandise market and the over-hyped One Direction was judged to have the Best Music or Celebrity brand. The Rugby World Cup 2015 from The Legacy Agency Elite Sports Properties won the sporting category and The Gruffalo Forestry Commission Trails scooped the Best Licensed Marketing Communication Award.