The winners of this year’s Licensing Awards were crowned on Tuesday the 16th of September in a glittering ceremony, with over 1,200 industry executives filling The Great Room at the Grosvenor House Hotel for an evening of celebration.

The event opened with Jakki Brown, md at Max Publishing (which owns and organises The Licensing Awards), welcoming the assembled guests, saying: “While not disputing that it has been a very tricky and challenging year for you all, tonight really is a celebration of the resilience, engagement and innovation of our licensing industry.

“Testament to this, we have the highest attendance here tonight since pre-Covid, received the highest number of entries to The Licensing Awards since pre-Covid and the future is bright as we had more contenders than ever before for the UK Rising Star award which we organise in conjunction with Licensing International.

“This is the largest awards event in the world for licensing and that’s down to you lot. The UK licensing industry really is extraordinarily wonderful.”

The awards were more than ably hosted by author, podcaster and media entrepreneur, Cally Beaton, with the evening coming to an emotional close with Caroline Mickler being honoured with this year’s Honorary Achievement.

The awards were once again backed by Brand Licensing Europe as headline sponsor and also supported by industry trade body, Licensing International.

The winners of The Licensing Awards 2025 are:

UK Rising Star
Ben Townsend, Licensing Approvals Coordinator, Aardman

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

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

Best Retailer of Adult Licensed Products
HMV

The Radar Award
MINISO

Best Overseas Retailer
H&M

Best Licensed Retail Marketing Initiative
Mummy Pig Gender Reveal Campaign with Peppa Pig Battersea Store

Best Licensed Promotions Campaign
BFG BIG Christmas Campaign for Sainsbury’s from Born Licensing and The Roald Dahl Story Company

Best Licensed Live Event
The Paddington Bear Experience at South Bank, London from The Path Entertainment Group

Best Licensed Toys or Games Range
Formula 1 Range from LEGO

Best Licensed Health and Beauty Range
Wicked Bath & Body Collection from LUSH

Best Licensed Preschool Apparel or Accessories Range (0-5)
Hello Kitty and Friends Collection from H&M

Best Licensed Children’s Apparel or Accessories Range
Stranger Things Collection from Clarks

Best Licensed Adult Apparel or Accessories Range
Miffy Collection from Cambridge Satchel

Best Licensed Dress-Up or Partyware Range
Pokémon Dress-Up Collection from Disguise

Best Licensed Written, Listening or Learning Range
Bluey Ladybird Publishing Range from Penguin Random House

Best Licensed Paper Products or Stationery Range
Peanuts Stationery Collection from Anya Hindmarch

Best Licensed Giftware, Home Décor, Tableware or Housewares Range
Disney Home and Sanderson Collection from H&M Home

Best Licensed Food or Drink Range
Wallace & Gromit Tyrrells Wensleydale and Cranberry Crisps from KP Snacks

The Innovation Award
SpongeBob SquarePants Adaptive Clothing Range for Character.com from Fashion UK

Best Sustainable Licensed Product
Wallace & Gromit Vengeance Most Fowl Store from Teemill

Best Preschool Licensed Property (0-5)
Bluey

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

Best Teen or Adult Licensed Property
Hello Kitty and Friends

Best Gaming Licensed Property
Minecraft

Best Film Licensed Property
Wicked

Best Music or Celebrity Licensed Property
The Rolling Stones

Best Sports Licensed Property
Liverpool Football Club

The Classic Licensed Property Award
Peanuts

What Kids Love
CoComelon

Honorary Achievement
Caroline Mickler