Licensing Awards 2021 Winners Announced

The Licensing Awards have announced their winners for 2021, revealed in a ceremony held September 14. More than 200 retail buyers formed a judging panel offering their expert input across the product categories. Various panels convened to discuss, debate and validate all the other categories to arrive at the finalists.

Animation properties coming out on top this year include perennial favorites like Peppa Pig and Pokémon, updates to evergreen characters Tom & Jerry and Peter Rabbit 2, as well as streaming sensation CoComelon, book-based gem The Gruffalo and Disney powerhouse Frozen.

The winners are…

The U.K. Rising Star Award: Abbie Burrows, category manager hardlines and FMCG, Hasbro U.K. & EMEA

Honorary Achievement Award: Angela Hall, founder, H&A


  • Best Retailer of Preschool Licensed Products (Age Group 0-5): George@Asda
  • Best Retailer of Childrens Licensed Products (Age Group 5-16): Tesco
  • Best Retailer of Adult Licensed Products: Tesco
  • The Radar Award: The Hut Group
  • Best Overseas Retailer (Not in the U.K.): Aldi
Clockwise from top left: Cath Kidston X Peanuts, Deluxe Interactive JJ (Jazwares/CoComelon), Peppa Pig Organic Cotton Shorty PJs (Brand Threads), The Gruffalo Adventures at Kew Gardens
Clockwise from top left: Cath Kidston X Peanuts, Deluxe Interactive JJ (Jazwares/CoComelon), Peppa Pig Organic Cotton Shorty PJs (Brand Threads), The Gruffalo Adventures at Kew Gardens


  • Best Licensed Retail Marketing Initiative: Mrs Hinch Exclusively at Tesco Campaign
  • Best Licensed Promotions Campaign: Tom & Jerry: The Movie and Xplora (Agency: Lime Communications)
  • Best Licensed Live Event: The Gruffalo Adventures at Royal Botanical Gardens Kew Gardens
  • Best Licensed Toys or Games Range: CoComelon Toys from Jazwares/Bandai
  • Best Licensed Dress-Up: Star Wars, The Mandalorian Costume for TU Sainsbury’s from Rubies Masquerade
  • Best Licensed Preschool Apparel or Accessories Range (0-5 Years): Peter Rabbit Classic SS21Collection for Nutmeg at Morrisons from Dennicci
  • Best Licensed Children’s Apparel or Accessories Range: The Wizarding World Kids Fashion Range from M&S
  • Best Licensed Adults Apparel or Accessories Range: Barbie 1959 Collection from Zara
  • Best Licensed Written, Listening or Learning: Men Little Miss Books from Farshore Books
  • Best Licensed Paper Products or Stationery Range: Peaky Blinders Calendar, Diary, Greeting Cards and Gift Bag Collection from Danilo Promotions
  • Best Licensed Giftware Range, Home Décor, Tableware or Housewares Range: Peanuts 70th Anniversary Homewares and Gift Collection from Cath Kidston
  • Best Licensed Food or Drink Range: Harry Potter Confectionery for M&S from Kinnerton Confectionery
  • The Innovation Award: LEGO DOTS Range from Levi’s
  • Best Sustainable Licensed Product: Peppa Pig Brand Threads Range from Cooneen By Design
  • Best Preschool Licensed Property (Age Group 0-5): Peppa Pig
  • Best Children’s or Tween Licensed Property (Age Group 5-12): O.L. Surprise!
  • Best Teen or Adult Licensed Property: Wizarding World
  • Best Gaming Licensed Property: Pokémon
  • Best Film Licensed Property: Peter Rabbit 2: The Runaway
  • Best Music or Celebrity Licensed Property: The Rolling Stones
  • Best Sports Licensed Property: England Football
  • The Classic Licensed Property Award: The Very Hungry Caterpillar
  • What Kids Love Award: Frozen


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