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Licensing International Excellence Awards: Best Retailer Entertainment

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Best & Less – Pac-Man & Space Invaders

Licensing International Excellence Awards: Best Retailer Entertainment Best & Less


An exciting and exclusive 40th Anniversary gaming activation launched at Best and Less. In support of the activation, there was an exciting Gaming arcade competition for fans to win an upright arcade gaming machine worth $250 AUD! The exclusive retro gaming activation included an apparel range which included something for the whole family such as outerwear, sleepwear, tee’s and sweats. To mark the milestone a 40-year theme song has been released, ‘Join the Pac’, composed by world-renowned Japanese Techno artist Ken Ishii and accompanied by a music video directed by Yuichi Kodama.

Big W – Minecraft

Licensing International Excellence Awards: Best Retailer Entertainment Big W


BIG W launched Australia’s first Minecraft cross-category marketing event. The campaign featured product from partners including LEGO (construction toys); Mattel (action figures, playsets and roleplay); Banter Toys (J!NX plush and collectibles); Hunter Leisure (Stationary), Funko (pop vinyl), Caprice (apparel and homewares), Zak! Australia (lunching, drinkware and home décor), Impact! (puzzles and gifting) and Harper Collins (Publishing). The event was a huge success and was a true cross-category 5-way that included products from all departments and for the first time in Big W’s history, included game and game cards as well. This was also supported digitally with a Minecraft Landing Page on BIG W, as well as a paid digital Media campaign edm and a double page spread in the catalogue. Included in the digital landing page are online activities that you can also print and complete at home which include DIY Minecraft masks, Mob coloring in, a word search, and spot the difference. The launch was a huge success, with it seeing a 705% uplift in sales, with a 579% uplift in unit sales. In 2020, Minecraft brought in over $15m USD in retail sales.

BoxLunch – Marvel Eat the Universe

Licensing International Excellence Awards: Best Retailer Entertainment BoxLunch


BoxLunch’s Marvel Eat the Universe collection launch was a highlight of 2020, in a year where retailers struggled to excite and maintain customers, BoxLunch presented an iconic license through a new lens, inspiring current followers and making new fans through focused storytelling across social, retail, digital and ecommerce platforms. 60K+ meal donations to Feeding America® secured during Marvel Eat the Universe’s 15-day promotional period, 100M+ campaign impressions across all BoxLunch channels including retail,, PR, social media and influencer partnerships, and well-received across lifestyle, pop culture and fan media with editorial placements on, MSN,, and others.

E.Leclerc – Wizarding World

Licensing International Excellence Awards: Best Retailer Entertainment E.Leclerc


In September 2020, Harry Potter went back to school, not at Hogwarts, but at E. Leclerc, #1 mass retailer in France. Exclusive products spearheading the communication plan, dedicated back cover page in catalogs on 17M copies, 3 weeks presence in the main aisle, more than 500 stores (cross format: media specialists and hypermarkets stores), a cross category shop in shop (toy, cultural goods, apparel, etc.), and POS strong in store execution.

Joué Club – Harry Potter

Licensing International Excellence Awards: Best Retailer Entertainment Joué Club


The collaboration is an amazing example of a win/win as a partnership as a good way to work between a Licensor and a Retailer. Both activations in Lyon and Paris cities have driven traffic to Joué Club stores particularly during this tough period for brick & mortar stores (Covid-19). New licensees have been listed by the toy store in order to cover all fan’s needs – a great opportunity for ours to grow their business with Joué Club! Huge media coverage in France and in the world: many Retailers in France and in other countries have asked to reproduce this concept.

Peter Alexander – Peter Rabbit

Licensing International Excellence Awards: Best Retailer Entertainment Peter Alexander


Bringing together two iconic Peters was a winning combination in this second collaboration for Peter Rabbit and Peter Alexander for sleepwear in Australia. With Peter Alexander’s unique styling and eye for both color and design this collection brought to life Beatrix Potter’s illustrations in a totally fresh way for the fashion conscious consumer and proved a big hit across social media as well as generating stellar sales at retail in Peter Alexander’s 100 stores across Australia and New Zealand.

Primark – Mickey Mouse & Minnie Mouse

Licensing International Excellence Awards: Best Retailer Entertainment Primark Mickey Mouse


This was Primark’s first licensed sustainable campaign in partnership with Disney. We have worked with Disney for nearly a decade to bring the much-loved world of Disney into licensed fashion and accessories for our customers. We were delighted to extend that relationship to the new Primark Cares range featuring Disney, and continue our journey on becoming a more sustainable business. It has been a true success not only with sales across all departments and marketing but also a positive move to a more sustainable future within the licensed industry.

Primark – Stranger Things

Licensing International Excellence Awards: Best Retailer Entertainment Primark Stranger Things


Primark were distributive and brought excitement to the high-street in January 2020. Primark’s Stranger Things campaign was truly successful and sales were above plan across many departments including ladies nightwear, ladies daywear and men’s daywear. The marketing campaign included video content, a full feature on the Primark website, media engagement and a social media plan with all receiving extremely high engagement.

Licensing International 2021 Excellence Awards Ceremony

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