The winners of this year’s Licensing Awards have been crowned in a glittering ceremony, with the industry returning to The Great Room at the Grosvenor House Hotel, London for the first in-person awards event for 18 months.

Welcoming everyone to the event – which was hosted by Tom Allen – Jakki Brown, joint md of Max Publishing, which owns and organises The Licensing Awards, commented: “Well, welcome everybody, it truly is so fabulous to see you all. I have been willing for this evening to come and now it’s here, well it is rather emotional… We’re all back together.

“For all of you who have stood by us, be it through deferring your sponsorship, your ticket bookings, showing full loyalty as we moved last year’s events online, we really cannot thank you enough. Our relationships with you have been what has kept us going.”

The awards were once again backed by Brand Licensing Europe 2021 as headline sponsor and also supported by industry trade body, Licensing International.

The winners of The Licensing Awards 2021 are:

THE LICENSING INTERNATIONAL UK RISING STAR AWARD
Abbie Burrows, category manager – UK and EMEA, Hasbro

RETAIL CATEGORY WINNERS:

BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS (AGE GROUP 0-5)
George@Asda

BEST RETAILER OF KIDS’ LICENSED PRODUCTS (AGE GROUP 5-16)
Tesco

BEST RETAILER OF ADULT LICENSED PRODUCTS
Tesco

THE RADAR AWARD
The Hut Group

BEST OVERSEAS RETAILER
Aldi

BEST LICENSED RETAIL MARKETING INITIATIVE
Mrs Hinch Exclusively at Tesco Campaign

BEST LICENSED PROMOTIONS CAMPAIGN
Tom & Jerry The Movie and Xplora Partnership (Agency: Lime Communications)

BEST LICENSED LIVE EVENT
The Gruffalo Adventures at Royal Botanical Gardens Kew Gardens

PRODUCT CATEGORY WINNERS:

BEST LICENSED TOYS OR GAMES RANGE
CoComelon Toys from BANDAI

BEST LICENSED DRESS-UP OR PARTYWARE
Star Wars, The Mandalorian Costume for TU Sainsbury’s from Rubies Masquerade Co

UK BEST LICENSED PRESCHOOL APPAREL OR ACCESSORIES RANGE (0-5 YEARS)
Peter Rabbit Classic SS21 Collection for Nutmeg at Morrisons from Dennicci

BEST LICENSED CHILDREN’S APPAREL OR ACCESSORIES RANGE
The Wizarding World Kids Fashion Range from Marks & Spencer

BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE
Barbie 1959 Collection from Zara

BEST LICENSED WRITTEN, LISTENING OR LEARNING RANGE
Mr Men Little Miss Books from Farshore Books

BEST LICENSED PAPER PRODUCTS OR STATIONERY RANGE
Peaky Blinders Calendar, Diary, Greeting Cards and Gift Bag Collection from Danilo Promotions

BEST LICENSED GIFTWARE, HOME DÉCOR, TABLEWARE OR HOUSEWARES RANGE
Peanuts 70th Anniversary Homewares and Gift Collection from Cath Kidston

BEST LICENSED FOOD OR DRINK RANGE
Harry Potter Confectionery for M&S from Kinnerton Confectionery

THE INNOVATION AWARD
LEGO DOTS Range from LEVI Strauss & Co.

BEST SUSTAINABLE LICENSED PRODUCT
Peppa Pig Brand Threads Nightwear Range from Cooneen By Design

PROPERTY CATEGORY WINNERS:

BEST PRESCHOOL LICENSED PROPERTY (AGE GROUP 0-5)
Peppa Pig

BEST CHILDREN’S OR TWEEN LICENSED PROPERTY (AGE GROUP 5-12)
L.O.L. Surprise!

BEST TEEN OR ADULT LICENSED PROPERTY
Wizarding World

BEST GAMING LICENSED PROPERTY
Pokémon

BEST FILM LICENSED PROPERTY
Peter Rabbit 2: The Runaway

BEST MUSIC OR CELEBRITY LICENSED PROPERTY
The Rolling Stones

BEST SPORTS LICENSED PROPERTY
England Football

THE CLASSIC LICENSED PROPERTY AWARD
The Very Hungry Caterpillar

WHAT KIDS LOVE AWARD:
Frozen

HONORARY ACHIEVEMENT AWARD:
Angela Hall, founder, H&A