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Licensing International Excellence Awards: Corporate

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American Red Cross – Seltzer Licensing Group

Licensing International Excellence Awards: Corporate American Red Cross


The American Red Cross licensing program emphasizes its message of preparedness by helping citizens stay “Always Ready”. This year, the licensed Red Cross Hand Sanitizer was a true standout seller around the county. The licensing program encourages everyone to be prepared for everyday emergencies. Preparedness is made easy through the program’s 9 licensees producing products from emergency food kits to personal protection equipment (including face-masks) to overall safety and prevention items including hand sanitizers and smoke detectors. Red Cross branded products can be found in outdoor specialty stores, sporting goods, pharmacies and mass retailers nation-wide and online.

Braun – Beanstalk

Licensing International Excellence Awards Best Corporate Brand Braun


2020 was a record year for the Braun licensing program with strong sales in the healthcare sector at a time when consumers needed fast, accurate thermometry solutions from a trusted brand, with licensee Helen of Troy. Braun re-entered the audio category with Pure International for the first time in 28 years and achieved tremendous success in clocks and watches, both in sales performance and high-profile brand collaborations such as Paul Smith and Hiroshi Fujiwara. The Braun licensing program continues to reinforce the key brand equities while building awareness and broadening distribution.

CosmoLiving – IMG

Licensing International 2021 Excellence Awards, Best Licensed Product, Apparel, Footwear, Accessories, Dr Martens, Jean Michel Basquait


CosmoLiving by Cosmopolitan brings an unapologetically female, small space, affordable total room solution to millennials. The collection, featuring products by Dorel Industries Inc., Comfy Quilts, Rugs America Corporation, UMA Home Décor and JLA Home was developed in partnership with the Cosmopolitan magazine editors informing the chic design and functionality that resonate with young women globally.

Craftsman – Beanstalk

Licensing International Excellence Awards: Corporate Craftsman


With only its second full year under the SBD portfolio, the Craftsman licensing program generated $1.6B in retail sales in 2020. The licensing program has over 50 strategic licensed partners covering more than 50 product categories and over 600 SKUs, including gas equipment, outdoor products, lighting, garage and automotive. New product categories that launched in 2020 included automotive jump starters and inverters, digital thermometers, anti-fatigue mats and deck storage.

Goodyear – IMG

Licensing International Excellence Awards: Corporate Goodyear


The Goodyear Tire & Rubber Company was founded in 1898 and is one of the largest tire companies in the world, producing tires for cars, commercial trucks, racing cars, planes, and heavy moving machinery. It is an iconic global brand known for innovation, exploration, and freedom; it is highly recognized by many consumers around the world.

Hewlett Packard – LMCA

Licensing International 2021 Excellence Awards, Best Licensed Product, Apparel, Footwear, Accessories, Morgan Lane, Monopoly


HP’s vision has always been to create technology that makes life better for everyone, everywhere. The brand’s licensing program is strategically designed to align with that vision. Through licensing, HP has enhanced its brand value by extending into a line of mobile projectors, short throw 4K laser projectors, consumer and office document shredders, laminators and specialty paper media. These products have brought HP into categories that are complementary to its core business, creating an ecosystem of supportive products around its computer and printing equities.

Scotts Miracle-Gro – Seltzer Licensing Group

Licensing International 2021 Excellence Awards, Best Licensed Product, Apparel, Footwear, Accessories, Primitive Skate, Sailor Moon


The Scotts Miracle-Gro Company is the world’s largest seller of fertilizer and plant food. The company began selling lawn seed in 1868 but saw the first Scotts Miracle-Gro branded garden hoses hit shelves in 2014 (146 years later). The strategic licensing program now boasts 13 partners with over 400 SKUs spanning nearly 100 different products including: garden gloves, power tools, plant support, raised garden beds, lawn mowers, watering accessories, composters, children’s toys, live bulbs, landscape fabric, tank sprayers and others. 2020 was a strong year primarily because the pandemic created a huge boom to the entire “gardening” hobby.

Licensing International 2021 Excellence Awards Ceremony

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