The Licensing Awards has unveiled the finalists for this year’s prizes, which will be given out at an awards ceremony to be held on September 10 at the Grosvenor House Hotel in London. 

An estimated 3,000 entries were submitted in 31 award categories, with all products launching at retail between June 2023 and May 2024. The judging panel that determined the shortlist includes buyers from UK retailers such as Asda, Sainsbury’s, Tesco, WHSmith and Bargain Max. 

The Best Licensed Toy or Games Range category is shaping up to be hotly contended this year, with 12 finalists duking it out for the title. They include Mattel’s Batwheels vehicle lineup, Jazwares’ Harry Potter crossover with Squishmallows and Moose Toys’ full toy range for Bluey. 

BBC Studios’ blue heeler pup won the Best Preschool Licensed Property award last year, and is up against CoComelon, Peppa Pig, Gabby’s Dollhouse and PAW Patrol for the repeat. 

After setting up more than 100 licensing deals last year for its US$1-billion blockbuster film Barbie, Mattel has entered the brand in more than 10 categories this year, including Best Film Licensed Property, Best Sustainable Licensed Product, The Innovation Award, Best Licensed Dress-Up or Partyware Range and Best Licensed Children’s Apparel or Accessories Range. 

A full list of the 2024 Licensing Awards finalists is available here.