LAS VEGAS — The winners of the 2025 Licensing International Excellence Awards have been unveiled in a ceremony ahead of Licensing Expo in Las Vegas (May 20 – 22).

The Excellence Awards are designed to recognize outstanding achievements and innovation in the global brand licensing industry. They spotlight the power of brands to connect with consumers and further a company’s goals, celebrate how licensees develop and bring those products to market, and applaud how retailers highlight licenses on their shelves.

The winners were selected from 209 finalists in 32 categories. More than 800 submissions were received, narrowed down by an expert global judging panel of 200 judges from 20 countries.

This year’s Excellence Awards were hosted by Simmy Kustanowitz, Founder of Clock Tower Innovation. The awards were presented by sponsor Alifish.

Returning for the second year is the Members’ Choice Award, which allows each individual member of Licensing International the chance to vote for a collaboration across any category that celebrates licensed offerings that extend a brand in unexpected and innovative ways.

“This year’s Licensing International Excellence Awards are all about celebrating innovation and the companies and brands that didn’t just show up—but truly showed out—by finding unforgettable, original ways to connect with their fans,” said Maura Regan, President of Licensing International. We’re honoring the game-changers who turned creativity into conversation and built worlds their audiences couldn’t wait to be part of.”

Here are the 2025 Licensing International Excellence Awards winners:

Best Art, Design, or Museum Brand
The Museum of Modern Art

Best Food, Beverage, or Restaurant Brand
Reese’s – The Hershey Company (Brand Activation Consulting, Estuary Brands, Tycoon)

Best Interactive or Digital Brand
Tetris – The Tetris Company

Best Publishing, Stationery, or Social Expression Brand
Dr. Seuss – Dr. Seuss Enterprises

Best Sports, eSports, or Collegiate Brand
Overtime – Overtime Sport (The Brand Liaison)

Best Animated Brand
Peanuts – Peanuts Worldwide

Best Live Action Brand
Wicked – Universal Products & Experiences

Best Corporate Brand
Goodyear – The Goodyear Tire & Rubber Company (IMG)

Best Music Artist or Celebrity Brand
The Beatles – Apple Corps (Bravado)

Best Toy Brand
Squishmallows – Jazwares

Best Home Décor or Homeware Product
H&M – LEGO

Best Interactive or Digital Product
Actionary Limited – Harry Potter

Best Apparel, Accessories, or Footwear Product for Entertainment Brands
Love Your Melon – Sesame Street

Best Apparel, Accessories, or Footwear Product for Corporate Brands
Samsonite – V&A (Alfilo Brands)

Best Food or Beverage Product for Entertainment Brands
OREO – Star Wars

Best Food or Beverage Product for Corporate Brands
BSc Supplements – Chupa Chups (Asembl Brands)

Best Publishing, Social Expression, or Back-to-School Product
Chronicle Books – LEGO

Best Appliance, Automotive, or Electronic Product for Entertainment Brands
Thai Honda – Hello Kitty (Pacific Licensing)

Best Appliance, Automotive, or Electronic Product for Corporate Brands
Nuna Strollers – BMW (Brandgenuity)

Best Toys, Games, Novelties, or Role Play Product (ages 0-8)
Moose Toys – Despicable Me 4

Best Toys, Games, Novelties, or Role Play (ages 8+) Product
LEGO – Jaws

Best Health & Beauty Product
LUSH – Wicked

Best Advertising Campaign Featuring a Licensed Brand
Where’s Waldo & Etsy Campaign

Best Licensed Promotion
Batman Day x Uber Australia

Best Apparel Collaboration
Huf x Kodak

Best Accessories or Footwear Collaboration
Dr. Martens x Wednesday (WildBrain CPLG)

Best Hardlines or Packaged Goods Collaboration
MONOPOLY x Nike x WS Game Company

Best Location-Based Experience or Initiative
Hello Kitty 50th Anniversary Celebration of Friendship (Pacific Licensing)

Best Retailer for Entertainment Brands
Miniso – Harry Potter

Best Retailer for Corporate, Lifestyle, Fashion, or Sports Brands
Modern Works – Kodak

Best Sustainability Initiative
Primark & Disney – The Lion King Campaign & Repair Workshop

Members’ Choice Award
PAC-MAN Live Experience – Bandai Namco Entertainment and Little Lion Entertainment

About Licensing International
Licensing International is the leading trade organization for the $356+ billion global licensing industry. Licensing International’s mission is to foster the growth and expansion of licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, Licensing International members in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit LicensingInternational.org for more information and to utilize licensing’s definitive online resource.

About Licensing Expo
Launched in 1980, Licensing Expo is the world’s largest and most influential annual tradeshow dedicated to licensing and brand extension. Every year, more than 5,000 brands and 16,000 retailers, licensees, manufacturers, distributors, and licensing agents attend Licensing Expo from more than 70 countries. Licensing Expo is a part of the Global Licensing Group at Informa Markets, the licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together.