The countdown to the Brand & Lifestyle Licensing Awards on Thursday 24 April is officially on, with the finalists across all categories having been announced.

Over 3,000 products were entered for the 11 prestigious product categories from companies large and small. And, not only was the volume of entries staggering, but the quality was also of the highest level.

All of the main product categories were judged by a panel comprising retail buyers from right across the spectrum including B&M, Cardfactory, Character.com, DFS, Fraser Group, John Lewis, Joules, Matalan, Moonpig, Sainsbury’s, Selfridges, Skinnydip, Tesco, The Hut Group, The Works, TruffleShuffle, Jarrolds, Next, Asda and Lipsy among others.

Products of Change, the global education hub aimed at driving sustainable change across consumer products markets and beyond, has also lent its expertise to judge the Sustainability Brand Licensed Range Award.

The finalists in the five Retail categories, meanwhile, were reached by a dedicated Retail Validation Panel, made up of licensing industry executives from both licensors and licensees, and chaired by Richard Pink, md of Pink Key Licensing.

“Since we first held the B&LLAs back in 2016, it has been amazing to witness how the brand and lifestyle licensing sector has flourished,” commented Ian Hyder, ceo at Max Publishing, which owns and organises the B&LLAs. “We were blown away by this year’s entries, with the eventual finalists all demonstrating creativity, innovation and passion for a sector which only keeps growing in importance for the licensing industry overall.

“We are looking forward to celebrating with you all on 24 April at the Royal Lancaster – congratulations to all the 2025 finalists.”

Brand Licensing Europe will be returning as the headline sponsor of the Brand & Lifestyle Licensing Awards 2025, while Licensing International will once again be lending its support.

Anna Knight, svp licensing, Informa Markets, added: “We’re delighted to return as headline sponsor for the B&LLAS 2025. Brand and lifestyle licensing is among the most creative, innovative and authentic. At BLE, we have been huge cheerleaders for this category for many, many years. We can’t wait to see who takes the trophies home in 2025.”

The finalists in the Brand & Lifestyle Licensing Awards 2025 are (all categories are for licensing activity over the period between 1 January 2024 and 31 December 2024):

The B&LLA’s Rising Star Award (sponsored by Licensing International)

• Sam Billinghurst-Brown, retail and licensing associate, Retail Monster
• Jessica Church, legal contracts manager, Iconix International
• Matthew Gibson, head of partnerships and licensing, OddBalls Apparel
• Jack Hendy, licensing development executive, Royal Horticultural Society
• Monique Nijjer, brand manager, Beanstalk

THE PRODUCT CATEGORY FINALISTS

Best Brand Licensed Fashion Accessories or Lifestyle Product or Range (sponsored by Lisle Licensing)

• Cath Kidston Bag For Life for Tesco from Solent Group
• Cherry Coke Accessories Collection from Skinnydip
• Ed Hardy Jewellery Collection from The Brand Stable
• Goodyear Watches from Guardo
• KFC Accessories Collection from Ink Clothing Glasgow
• The National Gallery Jewellery Collection from Boodles
• The National Gallery Leather Tote Bags from The Cambridge Satchel Company
• Natural History Museum Floral Engravings Range from Fable England
• Pusheen Accessories for Claire’s from Difuzed
• Royal Horticultural Society (RHS) Collection from Radley
• Sanderson Sock Collection from Pantherella
• V&A Jewellery Collection for Oliver Bonas from Meller Designs

Best Brand Licensed Food or Beverage Product or Range (sponsored by Sanderson Design Group)

• Baileys Chocolate Nut Range from Zertus UK
• Baileys Cream Range from Arla
• Hairy Bikers Range from Kimm & Miller
• Hello Kitty Coffee Collection from Grind
• Myprotein Dairy Range from Muller
• Natural History Museum Range for Boots from IG Design Group
• Peperami Cheese Toastie from Iceland Foods
• Reese’s Ice Cream from Brand of Brothers
• Royal Horticultural Society (RHS) Collection from The House of Sarunds
• Seasonal SLUSH PUPPiE Collection from Fizz Creations
• Sides Frozen Range from Iceland Foods

Best Brand Licensed Health & Beauty Product or Range (sponsored by Hearst)

• Historic Royal Palaces Royal Blossom Collection from Percy & Reed
• Hot Wheels Bathtime Collection from Kokomo Studio
• Kellogg’s Shower Gel Collection from Bubble T Cosmetics
• Laura Ashley Christmas Beauty Collection for Boots from SLG Brands
• Lyle & Scott Gifting Collection for Boots from SLG Brands
• Morris & Co Handcare Collection from Neal’s Yard Remedies
• The National Gallery Collection from Marks & Spencer
• Nerf Gifting Range for Boots from H&A
• NICCE Health & Beauty Collection from Corsair
• Pepsi Read My Lips Cup Lip Balm from Amber House
• Sara Miller London Savannah Bath & Body Collection from Heathcote & Ivory

Best Brand Licensed Adult Apparel Product or Range (sponsored by Sara Miller London)

• Ford Menswear Collection from Percival
• Goodyear Collection from Anti Social Social Club
• Guinness Collection from UN:IK Clothing
• Gulf AW24 Apparel Collection from 3GM
• Kellogg’s Underwear Collection from OddBalls
• Laura Ashley AW24 Sleepwear Collection from Next
• Morris & Co Sleepwear Collection from Piglet in Bed
• The National Trust AW24 Collection from Craghoppers
• Oracle Red Bull Racing Collection for Abercrombie & Fitch from Merch Traffic
• Scion Collection from Tu
• University of Cambridge Activewear Collection from lululemon
• V&A SS24 Collection from Love & Roses

Best Brand Licensed Gifting Product or Range (sponsored by The National Trust)

• Cath Kidston Greeting Cards Collection from Ohh Deer
• Eleanor Bowmer Gifting Range for Sainsbury’s from A2V
• Hasbro Gaming Vintage Bookshelf Edition Board Games from WS Game Company
• Kate Smith 2024 Greeting Cards & Gifts Collection from Moonpig
• Morris & Co Stationery and Gift Range from The Great British Card Company
• The National Trust Calendars & Wallplanner Collection from Carousel Worldwide
• Natural History Museum Tales of the Earth Series: Ice Age Giants Coin Collection from The Royal Mint
• Paper Salad Calendars and Diary Range from Danilo
• Royal Horticultural Society (RHS) Adult Arts & Crafts Range from West Design Products
• Royal Horticultural Society (RHS) Gift Range from Kimm & Miller
• Royal Horticultural Society (RHS) Heritage Tea Lights and Wax Melts from Freckleface Home Fragrance
• Transport for London Gifting Range for Kew Gardens

Best Brand Licensed Kitchen & Tabletop Product or Range (sponsored by Natural History Museum)

• Cath Kidston Collection from Captivate Brands
• Clarke & Clarke Collection from Next
• Eleanor Bowmer Electric Coast Collection from Pure Table Top
• English Heritage Kitchen Cabinets from The White Kitchen Company
• Flash All-Purpose Roll from The Navigator Company
• Laura Ashley Hedingham Dining Collection from Wegter
• Lynsey Queen of Clean x Swan Collection from RKW
• The National Gallery Tableware Collection from Marks & Spencer
• The National Trust Explore & Treasure It’s Cake Time Collection from Toasted Crumpet
• Royal Horticultural Society (RHS) Cottage Garden Range from Dexam
• Sara Miller London Woodland Tales Collection from Portmeirion Group
• Scion Collection from Habitat

Best Brand Licensed Children’s Product or Range (sponsored by Start Licensing)

• Goodyear Toy Range from Red Toolbox
• Jeep Kids Apparel Range for Zara from Brand Alliance
• Laura Ashley SS24 Girlswear Collection from Next
• Liberty Fantasy Land Collection from Nuna
• Natural History Museum Let’s Learn STEAM Kits from Galt Toys
• Natural History Museum Personalised Preschool Childrenswear Range from My 1st Years
• Royal Horticultural Society (RHS) Children’s Kits from West Design Products
• SmileyWorld Childrenswear Range from H&M
• Sophie la girafe collection for Boots from Poetic Brands
• Squishmallows Children’s Technology Range from Lazerbuilt
• Transport for London (TfL) Railway Collection from BRIO
• University of Cambridge Children’s Publishing Range from Nosy Crow

Best Brand Licensed Electrical, Gardening & DIY Product or Range (sponsored by Golden Goose)

• Cath Kidston Bees Kitchen Appliances Collection from MyVQ
• Cosmopolitan Pastel Beauty Electricals Collection from Arovo
• English Heritage Lighting Range from Dar Lighting
• Joules Lighting Range from Dar Lighting
• Laura Ashley Lighting Range for B&Q from Dar Lighting
• Liberty Coffee Collection from Nespresso
• Morris & Co The Emery Walker Lighting Collection from Pooky
• Royal Horticultural Society (RHS) Gifts for Gardeners Asteraceae Collection from Burgon & Ball
• The Smiley Company Appliances Collection from Haden
• Squishmallows Kids Battery Toothbrush from Ordo
• Squishmallows Lighting Range from Fizz Creations

Best Brand Licensed Home Décor Product or Range (sponsored by Pink Key Licensing)

• English Heritage Furniture Collection from The Branded Furniture Company
• House Beautiful Ada Sofa Range from DFS
• Jonathan Adler Rug Collection from Ruggable
• Kelly Hoppen Homewares Range from Marks & Spencer
• Laura Ashley 2024 Wallpaper Collection from Graham & Brown
• Liberty Blinds and Curtains Range from Blinds 2go
• The Met Furniture and Accessories Collection from Eichholtz
• Morris & Co Collection from Habitat
• Natural History Museum Treasures SS24 Collection from Dunelm
• Royal Horticultural Society (RHS) Bedding and Home Furnishings Collection from Turner Bianca
• Shabby Chic by Rachel Ashwell from Next
• Style Sisters Homewares Collection for Tesco from Hunter Price International

Inspired Innovation Brand Licensed Product or Range Award (sponsored by CAA Brand Management)

• Ashmolean Museum Digital Art Displays from Artlume
• Baileys Chocolate Dipped Meringues from Finsbury Food Group
• Country Living Caravan from Barefoot Caravans
• The Eden Project Mattress Collection from Hypnos Beds
• English Heritage Stone Flooring Collection from Lapicida
• Gulf Electric Mountain Bike from ASM
• Harper’s Bazaar Wellness at Sea from Cunard
• Laura Ashley Campod from Campod Caravans
• Lynsey Queen of Clean x Swan Turbo Spin Mop from RKW
• Natural History Museum Blooming British Afternoon Tea from Royal Lancaster London
• Nissan Vehicles for Driving Empire on Roblox from Voldex
• Southern Comfort Nutrition Range from Myprotein

The Sustainability Brand Licensed Range Award (sponsored by Products of Change)

• Ashkahn Roll Wrap Collection from Ohh Deer
• The Eden Project Mattress Collection from Hypnos Beds
• Happy Place by Fearne Cotton Collection with Fabacus from Nobody’s Child
• The National Trust AW24 Apparel & Accessories Collection from Craghoppers
• Natural History Museum Treasures SS24 Collection from Dunelm
• Natural History Museum Let’s Learn STEAM Kits from Galt Toys
• Royal Horticultural Society (RHS) Home Fragrance Range from Freckleface Home Fragrance
• Royal Horticultural Society (RHS) Plantable Calendar and Cracker Range from Willsow
• The Smiley Company Yin Yang Collection from Eastpak
• WWF Oceans and Fragile Earth Collections from Carousel Worldwide

THE RETAIL CATEGORY FINALISTS

Best Fashion Brand Licensed Execution (sponsored by Beanstalk)

• Abercrombie & Fitch
• FatFace
• H&M
• Next
• Primark
• Pull & Bear
• Uniqlo
• Urban Outfitters
• Zara

Best Department Store or Mixed Retailer Brand Licensed Retailer Execution (sponsored by Metrostar)

• B&M
• Boots
• Home Bargains
• John Lewis
• M&S
• TK Maxx
• Very

Best Supermarket Brand Licensed Retailer Execution (sponsored by Laura Ashley)

• Asda
• Iceland
• Lidl
• Morrisons
• Ocado
• Sainsbury’s
• Tesco
• Waitrose

Best Specialist Brand Licensed Retailer Execution (sponsored by Brandgenuity)

• B&Q
• Blue Diamond
• DFS
• Dunelm
• Habitat
• Moonpig
• Superdrug
• Waterstones
• The Works

The Radar Award (sponsored by Difuzed)

• Barker and Stonehouse
• Brewers
• Hillarys Blinds
• Hobbycraft
• Hollister
• Oliver Bonas
• My 1st Years
• Pooky
• Sofas & Stuff

THE PROPERTY CATEGORY FINALISTS

Best Licensed Heritage and Institution Brand (sponsored by Brand Licensing Europe)

• The Eden Project
• English Heritage
• Historic Royal Palaces
• Liberty
• The Metropolitan Museum of Modern Art (The Met)
• The National Gallery
• The National Trust
• Natural History Museum
• Royal Horticultural Society (RHS)
• Science Museum
• Victoria & Albert Museum (V&A)

Best Licensed Lifestyle Brand (sponsored by The Wyld Bunch)

• Country Living
• Ford
• Goodyear
• Gulf
• House Beautiful
• Jeep
• Playboy
• Squishmallows
• Transport for London (TfL)

Best Licensed Design-Led Lifestyle Brand (sponsored by Poetic Brands)

• Cath Kidston
• Clarke & Clarke
• Laura Ashley
• Morris & Co
• Pusheen
• Sanderson
• Scion
• The Smiley Company

Best Licensed Food or Beverage Brand (sponsored by Blues Group)

• Baileys
• Coca-Cola
• Guinness
• Kellogg’s
• KFC
• Myprotein
• Pepsi
• Reese’s
• SLUSH PUPPiE

Best Licensed Fashion or Talent Brand (sponsored by Seminal)

• Ed Hardy
• Eleanor Bowmer
• Emma Bridgewater
• Kelly Hoppen
• Matthew Williamson
• Meg Hawkins
• Sara Miller London
• Style Sisters

THE BRAND LICENSING AMBASSADOR OF THE YEAR (sponsored by Octane5)

There are no finalists announced for this prestigious award. It will be given to someone in recognition of their contribution to the industry.

The Brand & Lifestyle Licensing Awards 2025 takes place on Thursday 24 April at the Royal Lancaster 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 general questions regarding the B&LLAs 2025, please contact Ian Hyder, Jakki Brown, Rob Willis or Samantha Loveday.