The finalists for The Licensing Awards 2025, the industry’s annual celebration of accomplishments and achievements across the licensing and retail sectors, have been announced.

The winners will be revealed on Tuesday 16 September 2025 in The Great Room of The Grosvenor House Hotel in London*.

Over 4,000 products were entered across the 12 Product awards categories, with the finalists being arrived at by retail buyers across the whole gamut of licensed and consumer products.

The judges included buyers from retailers such as Asda, B&M, BargainMax, Calendar Club, Cardfactory, Character.com, Dobbies, Forbidden Planet, HMV, Hobbycraft, Iceland, Jarrold’s, John Lewis, Longleat, Marks & Spencer, Matalan, Moonpig, Next, Primark, Sainsbury’s, Selfridges, Tesco, The Entertainer, The Very Group, The Works, TJ Morris and Vanilla Underground.

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

“A huge congratulations to all of the 2025 finalists – from the 12 young professionals who have been nominated for UK Rising Star through to the evergreen properties in the running for the Classic Licensed Property award,” commented Ian Hyder, ceo at Max Publishing (which owns and organises The Licensing Awards). “We have been blown away by the sheer amount of entries into the awards this year – in fact, we had the highest amount of entries ever, only serving to further underline how vibrant our industry is. We’re looking forward to celebrating with you all on Tuesday 16 September.”

The finalists in The Licensing Awards 2025 are (all categories are for licensing activity over the period between 1 June 2024 and 31 May 2025):

THE UK RISING STAR AWARD FINALISTS

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.

Sarah Abrams, Brands and License Marketing Coordinator, Primark
Phoebe Appleby, Licensing Assistant, Forbidden Planet
Carter Brown, CP Product Development Specialist, Hasbro
Eleanor Burgess, Marketing Executive, Consumer Products, BBC Studios
Rocio Fernandez, Creative Executive, Bulldog Licensing
Alex Hollis, Licensing Manager, Jazwares
Ellie Holt-Rix, Senior Licensing Executive, Arsenal
Zoé Marty, Senior Marketing Manager, STUDIOCANAL Kids & Family
Shannon McGregor, Licensing Coordinator, Misirli
Jasmine North, Licensing Coordinator, TDP Textiles
Ben Richmond, Account Manager – Licensing, Banijay Rights
Ben Townsend, Licensing Approvals Coordinator, Aardman

THE RETAIL CATEGORY FINALISTS

Best Retailer of Preschool Licensed Products (age group 0-5)

Argos Sainsbury’s
Asda
Character.com
The Entertainer
JoJo Maman Bébé
Next
Primark
Smyths
Tesco

Best Retailer of Kids’ Licensed Products (age group 5-16)

Argos Sainsbury’s
Asda
Character.com
The Entertainer
Marks & Spencer
Next
Primark
Smyths
Tesco

Best Retailer of Adult Licensed Products

Amazon
Asda
Forbidden Planet
HMV
LUSH
Marks & Spencer
Primark
Tesco
TruffleShuffle
Vanilla Underground

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 2024 and 31 May 2025).

BargainMax
Calendar Club
Characterville
Dunelm
MINISO
Pop Mart
Waterstones
The Works

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 have 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 2024 and 31 May 2025).

Aldi
H&M
Lidl
Pull & Bear
TJX Europe
Reserved
Uniqlo
Zara

Best Licensed Retail Marketing Initiative

Deadpool & Wolverine Campaign with HMV
How The Grinch Stole Christmas Campaign with Primark
Moomin Boba House Initiative with CUPP
Mr. Men Little Miss Crisis Campaign with Uniqlo
Mummy Pig Gender Reveal Campaign with Peppa Pig Battersea Store
Peanuts Stationery Pop-Up Shop with Anya Hindmarch
SpongeBob SquarePants Adaptive Wear Range Campaign with Character.com
Stitch Chaos Has Landed Campaign with Asda
Wicked and The King’s Trust for International Women’s Day with George at Asda

Best Licensed Promotions Campaign

BFG BIG Christmas Campaign for Sainsbury’s from Born Licensing
Cluedo Happy Holiday Whodunnit Campaign with Bill’s Restaurants
Crayola’s Purple Crayon Hunt from Goliath Games
Moomin 80 at South Bank with Woodland Tribe and Refugee Week
Peanuts Promotion with Starbucks
Pokémon Immune Support For Any Adventure Promotion with Actimel Kids
The Elf on the Shelf Business Investment Company Festive Campaign with Liverpool Business Improvement District
Wallace & Gromit: Find Feathers McGraw & Win a Blue Diamond Promotion with Bisto

Best Licensed Live Event

Avatar: The Last Airbender In Concert from GEA Live
Barbie: The Exhibition from Design Museum London
Brainiac Live Presents! at Marylebone Theatre from Dan Coleman Creative
F1 Exhibition in London from Round Room Live
Friends Experience at ExCeL London from OGX Productions & Luna Entertainment Group
Horrible Science Interactive Trail with Kew Gardens
Neverland in the Palace with Blenheim Palace
The Paddington Bear Experience at South Bank, London from The Path Entertainment Group
Peppa’s Dance Party with Butlin’s Resorts
Race Across the World: The Experience from City Days
The Cube Live in Canary Wharf, London from Urban Playground
Wallace & Gromit: A Cracking Christmas Experience at Cabot Circus, Bristol from Hammerson Operations

THE PRODUCT CATEGORY FINALISTS:

Best Licensed Toys or Games Range

Barbie Cutie Reveal Care Bears Series from Mattel
Bluey Squishmallows HugMees from Jazwares
Bullseye Games Range from University Games
Despicable Me 4 Range from Moose Toys
Disney Chatty Stitch & Angel Deluxe Puppetronic Range from WOW! Stuff
Formula 1 Range from LEGO
Fuggler Lord of the Rings from ZURU
The Gruffalo Wooden Toy Range from JoJo Maman Bébé
Miniverse Harry Potter: Make It Mini Potions from MGA
MoVe Hot Wheels Revver Inline Scooter from MV Sports
Rubble & Crew Toy Range from Spin Master
Sonic the Hedgehog 3 Movie Range from Jakks Pacific
Stitch Many Moods Plush from Just Play UK

Best Licensed Health and Beauty Range

Deadpool and Wolverine Protein Pre-Workout Range from Myprotein
Friends 30th Anniversary Collection from Mad Beauty
The Gruffalo and Friends Handwash Range from Carex
Hot Wheels Bath Time Collection from Kokomo
Minecraft Bath & Body Collection from LUSH
The Nightmare Before Christmas Beauty Range from Vanilla Underground
Paddington Orange Marmalade Cologne from Jo Malone London
Stitch Gifting Range for Boots from H&A
Strawberry Shortcake Cosmetics Collection from Glamlite
Wicked Bath & Body Collection from LUSH
Wicked Collection from Primark
Wicked Lip Balm Collection from Dr.PAWPAW
The World of Peter Rabbit Collection from Toasted Crumpet

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

Disney HOME x Sanderson from H&M Home
Flower Fairies Collection from My 1st Years
The Gruffalo and Friends Collection from Roy’s Boys
The Gruffalo Girls Footwear & Accessories Range for George from Brand International Group
Guess How Much I Love You Collection for Tu from Blues Group
Hello Kitty and Friends Collection from H&M
Julia Donaldson Wear Your Favourite Story T-shirt Collection from Vanilla Underground
The Lion King Newborn Collection for M&S from Blues Group
Miffy Collection from Blade & Rose
Paddington Collection from H&M
PAW Patrol x Dogs Trust Collection for Character.com from Fashion UK
Peppa Pig Footwear & Accessories Collection from Grass & Air
Peter Rabbit Nursery Collection from Childrensalon

Best Licensed Children’s Apparel or Accessories Range

Disney Pixar Toy Story Collection from adidas Originals
Disney Children’s Varsity Jacket Collection for Next from Brands In
Hot Wheels Collection from PUMA
How to Train Your Dragon Range for Character.com from TDP Textiles
Minecraft Collection from adidas
Pusheen Girls Apparel & Accessories Collection from Reserved
Sonic the Hedgehog Collection for Primark from Bioworld International
SpongeBob SquarePants Collection from Stella McCartney
Squishmallows Collection for M&S from Aykroyds
Stitch – Chaos Has Landed Kidswear Range from George at Asda
Stranger Things Collection from Clarks
Stumble Guys Collection from Zara
Wicked Collection from M&S

Best Licensed Adult Apparel or Accessories Range

Beetlejuice Fashion Collection from Primark
Cinderella 75th Anniversary Collection from Loungefly
General Motors Collection for H&M from Poetic Brands
The Grinch Christmas Range for Primark from Brand Alliance
Miffy Collection from Cambridge Satchel
Monopoly Footwear and Accessories Range from Design Asylum
Mr Men Little Miss Collection from Chinti & Parker
Paddington Collection from Cath Kidston
Peanuts 75th Anniversary Collection from Kith
Pokémon Eevee Evolution Range for ASOS from Difuzed
Pokémon Collection from Skinnydip
Squid Game Collection from PUMA
The World of Peter Rabbit Jewellery Collection from Fable England

Best Licensed Dress-Up or Partyware Range

Angry Birds Costumes from Fun.com
Bluey Preschool Range from Rubies Masquerade
Captain America: Brave New World Range from Rubies Masquerade
Cinderella 2-in-1 Reversible Rags to Riches Costume for Tu at Sainsburys by Smiffys
Deadpool & Wolverine Range from Rubies Masquerade
The Gremlins Collection from Smiffys
House of The Dragon Range from Rubies Masquerade
Kellogg’s Costume Collection from Smiffys
Peperami Animal Break Out Costume from Smiffys
Pokémon Dress-Up Collection from Disguise
Skibidi Toilet Costume Collection from Rubies Masquerade
Wicked Dress-up Collection from Disguise

Best Licensed Written, Listening or Learning Range

The Adventures of Paddington Publishing Range from HarperCollins
Bluey Ladybird Publishing Range from Penguin Random House
Harry Potter: Wizards of Baking from Insight Editions
Hot Wheels Trading Card Collection from Panini
Minecraft Publishing Range from Farshore, HarperCollins Publishers UK
Ms Rachel Publishing Range from Penguin Random House
Numberblocks & Alphablocks Clever Tonie Sets from tonies
PAW Patrol Ready For Writing from Love Writing Co
Peanuts Educational Books from Little Brother Books
Peppa Pig Publishing Programme from Penguin Random House
Pokémon Publishing Range from Farshore, HarperCollins Publishers UK
Warhammer 40,000 Combat Patrol Magazine Series from Hachette Partworks
The White Lotus Official Cocktail Collection: Sunset in Paradise from Insight Editions

Best Licensed Paper Products or Stationery Range

Bluey 2025 Calendar, Card and Gift Wrap Range from Danilo Promotions
Care Bears Stationery & Accessories range for Claire’s from Blueprint Collections
Classic Winnie the Pooh Greeting Cards Collection from Moonpig
Harry Potter Trunk Box Advent Calendar from The Carat Shop
L.O.L Surprise! Loves Crayola Stationery Collection from Hunter Price International
Minecraft Inkredible Erasable Pens with Silicone Toppers from Puckator
Mr. Men Creator Cards from Thortful
Peanuts Stationery Collection from Anya Hindmarch
Smileyworld Tween and Teen Collection from UK Greetings
Star Wars Humour Greeting Cards Collection from Hallmark
Squishmallows Arts & Crafts Collection from Curious Universe
Squishmallows Sticker Collection from Panini
Wednesday Stationery Range from Blue Skye Studios

Best Licensed Giftware, Home Décor, Tableware or Housewares Range

Barbie Collection from Stanley
Disney Home and Sanderson Collection from H&M Home
Harry Potter Colourful Crests Giftsets from Pyramid International
Harry Potter Wizarding World Collection from Rainbow Designs
Hasbro Gaming Vintage Bookshelf Edition Board Games from WS Game Company
Hello Kitty and Friends Collectable Mini Lamps Lighting Range from Blue Skye Studios
Minecraft Holdems Mini Phone Stand & Device Holders from EXG Pro
Minecraft Homeware Range from MINISO
NBA bedding for Next from Character World Brands
Peanuts Gifting Range from House of Disaster
Peanuts Home Range from Zara
The Wallace & Gromit Collection from DCUK
Wicked Homeware and Gift Range from Primark

Best Licensed Food or Drink Range

Atari Sauce Collection from Sauce Shed
Avengers Inspired Potions from The Potions Cauldron
Barbie Doughnut Collection from Krispy Kreme
CoComelon Snacking Range from Piccolo
Emily in Paris Collection from Lidl
Harry Potter Birthday Cakes and Cupcakes from Lola’s Cupcakes
Minecraft Collection from PEZ
Minions Delicious Crunchy Corn Snacks from Love Corn
Netflix Popcorn Collection from Proper Snacks
Newcastle United Official Carabao Cup Winners 24/25 Champagne from Bohemian Brands
Squid Game Honeycomb Crisp Cereal from Best Breakfasts
Wallace & Gromit Tyrrells Wensleydale and Cranberry Crisps from KP Snacks
The World of Peter Rabbit Chocolate Gifts from Charbonnel & Walker

The Innovation Award

Furby Footwear from KOI
Harry Potter Crystal Art Sticker Album Starter Pack from Craft Buddy
Hello Kitty Fuzzy Mugs Range from Pyramid International
Pac-Man Plug + Play from Fizz Creations
PAW Patrol Collection for Calm from Hunter Price International
PlayStation 30th Anniversary Collection for Zara from Fashion UK
RealFX How To Train Your Dragon Toothless Puppetronic from WOW! Stuff
The Rolling Stones x Aston Martin Aramco F1 Team Collection from Bravado
SpongeBob SquarePants Adaptive Clothing Range for Character.com from Fashion UK
Teenage Mutant Ninja Turtles Peace, Love and Pizza Bath Bomb from LUSH
The Nightmare Before Christmas Spinning Mayor Crossbody Bag from Loungefly
Victoria Jenkins Adaptive Fashion Apparel from Primark
Wallace & Gromit Weather Art Clock from Bramwell Brown Art Clocks

Best Sustainable Licensed Product

Beatrix Potter Collection from Pure Lakes Skincare
Disney Doodles: Colourmania Eco Easel from Bonnier Books
Eden Project PurerHome Tableware Collection from Pure Table Top
House of Marley Roots Solar Bluetooth Speaker from House of Marley
Peanuts Ladieswear Collection from Chinti & Parker
Peppa Pig Personalised Gifts from Made Happy Gifts
RHS Plantable Calendar Range from Willsow
RSPB Jigsaw Puzzle Range from Gibson Games
SmartWrap Licensed Gift Wrap from Design Group UK
Stones Re:Imagined Upcycled Capsule Collection from Bravado
Wallace & Gromit Vengeance Most Fowl Store from Teemill
The World of Peter Rabbit Mini Cross Stitch Kits from Crafty Kit Co
Zog Pop-Out Play-set from PlayPress Toys

THE PROPERTY CATEGORY FINALISTS:

Best Preschool Licensed Property (0-5)

Best Children’s or Tween Licensed Property (5-12)

Best Teen or Adult Licensed Property

Fuggler
Gilmore Girls
The Grinch
Harry Potter
Hello Kitty and Friends
Hot Wheels
Monster High
Peanuts
SmileyWorld
Stranger Things
Squid Game
Transformers
Wednesday

Best Gaming Licensed Property

Angry Birds
Astro Bot
Call of Duty
Fortnite
Minecraft
Pokémon
Roblox
Sonic the Hedgehog
Stumble Guys
Super Mario
Warhammer

Best Film Licensed Property

Beetlejuice Beetlejuice
Deadpool & Wolverine
Despicable Me 4
Inside Out 2
Lilo & Stitch
A Minecraft Movie
Moana 2
Mufasa: The Lion King
Paddington in Peru
Sonic the Hedgehog 3
Wallace & Gromit: Vengeance Most Fowl
Wicked

Best Music or Celebrity Licensed Property

The Beatles
Gorillaz
Grateful Dead
Green Day
Iron Maiden
Kelly Hoppen
Oasis
The Rolling Stones
Style Sisters

Best Sports Licensed Property

Arsenal Football Club
England Cricket
England Rugby
Formula 1
The Football Association
Liverpool Football Club
Manchester City Football Club
Newcastle United Football Club
NBA
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, Harry Potter, Hello Kitty, Paddington, Peppa Pig, Peter Rabbit, Pokémon, Mickey Mouse, Miffy, The Snowman, Star Wars, Thomas & Friends and The Very Hungry Caterpillar.)

Batman
Care Bears
The Gruffalo
Guess How Much I Love You
Jurassic World
Me to You
Moomin
Mr. Men Little Miss
Peanuts
Roald Dahl
Scooby-Doo
Sesame Street
Sonic the Hedgehog
Wallace & Gromit

What Kids Love Award 2025

Barbie
Bluey
CoComelon
LEGO
Minecraft
Moana
PAW Patrol
Peppa Pig
Pokémon
Spider-Man
SpongeBob SquarePants
Sonic the Hedgehog
Tom and Jerry
Transformers

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.

Ella Haynes, event director for Brand Licensing Europe – the headline sponsor of The Licensing Awards – commented: “BLE and The Licensing Awards go together like Batman and Robin, Peppa and George, even – dare we say it – Liam and Noel! So, it goes without saying, we are delighted to be headline sponsors again this year. The awards do a fabulous job of spotlighting the amazing creativity and innovation that takes place every day in the European licensing industry and, to top it off, it’s a brilliant night out, too. We can’t wait to see everyone there.”

Steve Manners, vp global marketing and UK md at Licensing International – the sponsor of the UK Rising Star accolade and a key supporter of the awards – continued: “Licensing International is once again proud to support The Licensing Awards and to sponsor the Rising Star award. This event is a true celebration of creativity, innovation, and excellence across the dynamic world of licensing. The impressive range of this year’s nominations reflects the growing impact and importance of our industry.

“The Rising Star nominees in particular highlight the incredible next generation of talent – bright, passionate individuals who are already making their mark. I’m genuinely excited to see who takes home the awards and, just as importantly, to reconnect with friends and colleagues at what promises to be another unforgettable evening.”

*The Licensing Awards 2025 takes place on Tuesday 16 September at Grosvenor House Hotel, London.

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.

For sponsorship or general questions regarding The Licensing Awards, please contact Ian Hyder, Jakki Brown, Rob Willis or Samantha Loveday.

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