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)

• The Adventures of Paddington
• Bing
• Bluey
• CoComelon
• Elmer the Patchwork Elephant
• Gabby’s Dollhouse
• The Gruffalo
• Numberblocks
• PAW Patrol
• Peppa Pig
• Peter Rabbit
• Spidey and His Amazing Friends

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

• Barbie
• Care Bears
• The Grinch
• Harry Potter
• Hello Kitty and Friends
• Hot Wheels
• Lilo & Stitch
• L.O.L. Surprise
• Miffy
• Pusheen
• SpongeBob SquarePants
• Squishmallows
• Teenage Mutant Ninja Turtle

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.