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Licensing International Excellence Awards: Pandemic Pivot

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Crayola Wellness Essentials – Crayola

Licensing International Excellence Awards: Pandemic Pivot Crayola


Offering support to parents, educators and the community, Crayola launched an At Home Hub ( with free learning and crafting tools. Crayola’s operations team produced thousands of face shields for local healthcare facilities. Bath partner Centric Brands developed sanitizers for pharmacies and grocery stores, and apparel partner C-Life sold over one million reusable masks. New licensees released print-on-demand masks, colored sanitizers, face and desk shields. Crayola and Supara Group developed the mask system, selling five million masks within the first 100 days. National press coverage resulted, with WIRED awarding the product “The Best Masks” for kids.

Mad Engine Million Mask Giveaway – Mad Engine Global

Licensing International Excellence Awards: Pandemic Pivot Mad Engine


Mad Engine made Lemonade out of Lemons…. or rather out of canceled tee shirt orders! We took blank tees from canceled orders and immediately made 2-ply cloth face coverings and donated them to any organization that needed them. Nursing homes, hospitals, police and fire departments, homeless shelters as well as two “drive by” giveaway events to the general public. Starting in May 2020 and continuing through August 2020, one million masks were given away… this not only impacted the communities nationwide but also lifted the spirits of our employees!

MaskClub – Trevco

Licensing International Excellence Awards: Pandemic Pivot MaskClub


In less than 4 days, MaskClub was born during the height of the pandemic. Launching on April 11th, and going viral the next day, MaskClub was the first destination for officially licensed face masks, helping get masks to over 100s of thousands of consumers and first responders through its buy one give one model. Today, MaskClub is the world’s largest destination for officially licensed face masks.

Peanuts At-Home Offerings – Peanuts Worldwide

Licensing International Excellence Awards: Pandemic Pivot Peanuts


In Spring of 2020, shortly after schools around the world closed their doors, Peanuts Worldwide recognized there were suddenly many parents who had just become teachers. With their long standing relationship with Young Minds Inspired (YMI), Peanuts had a catalog of curriculum for students aged 4-14. Working quickly to update a section of to make a home for this curriculum, the team also undertook the process of translating the curricula into 10 additional languages to serve the global Peanuts community. Other free activities included a How to Draw video series, and activity and coloring sheets.

Peppa Pig: Peppa Loves Doctors and Nurses – Hasbro

Licensing International Excellence Awards: Pandemic Pivot Peppa Pig


In May 2020, Penguin Ladybird developed, in record time, a new story book Peppa loves Doctors and Nurses to support the NHS in the UK, and WHO on international sales, making charitable donations on each book sold. Multiple territories have joined this fantastic initiative including Germany, Finland, Denmark, Netherlands, Greece, Czech Republic, Korea, Spain and the US. Peppa storybook offered age-appropriate topical content and a charitable element at a time when the world needed positivity and recognition for all of those on the frontlines of the pandemic. The book is available in 10 languages and has allowed for thousands in charitable donations!

Sesame Street: Caring For Each Other – Sesame Workshop

Licensing International Excellence Awards: Pandemic Pivot Sesame Street


When the pandemic hit, Sesame Workshop developed “Caring for Each Other,” a global initiative with resources for families. We released “Heroes Wear Masks” with Sourcebooks and “Even Grouches Wear Masks” with Random House. We worked with, Trevco, Accessory Innovations, Zazzle, Strategic Partners, Out of Print on masks, selling 150,000+ and donating 25,0000 to America’s first responders. We donated 15,000 masks to Mexico’s vulnerable communities. We collaborated with Bombas, Champion, and Pampers to drive 7 million followers and 4.5 million email subscribers to our resources. In all, we garnered 42 million social media and 6.6 billion press impressions.

Spirit of Children PPE Donations – Spirit Halloween

Licensing International Excellence Awards: Pandemic Pivot Spirit Halloween


When the pandemic news began to dominate, we knew it was crucial to make sure our employees were safe, but Spirit knew our community needed more. Our team of logistic experts could make a difference that might help save lives. Spirit Halloween became an integral part of our local hospital’s supply chain efforts working around the clock to help secure face masks, hazmat suits, and gowns while staying on track to save Halloween and open 1400+ stores. By early April, we began delivering over 1.3MM pieces of PPE all as our team worked to open stores safely and save Halloween.

Trolls World Tour – Universal Brand Development

Licensing International Excellence Awards: Pandemic Pivot Trolls World Tour


In response to the global pandemic, NBCUniversal became the first studio to launch a feature-length motion picture on PVOD with Trolls World Tour debuting #1 across all major platforms (US). In a matter of weeks, Universal Brand Development completely redesigned its marketing program, shifting the campaign to digital and e-commerce. This included partnering with Walmart on its first-ever watch party and red-carpet event hosted by talent, and Amazon’s first-ever shoppable CP placement on Fire TV.

Licensing International 2021 Excellence Awards Ceremony

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