More than 1,200 industry executives gathered at London’s Grosvenor House Hotel last night to celebrate the winners of the 38th annual Licensing Awards.

Mattel’s iconic fashion doll got quite a workout. The Barbie brand piled up four awards over the course of the evening, including wins for Best Licensed Adult Apparel or Accessories, Best Licensed Retail Marketing Initiative, Best Film Licensed Property and Best Teen or Adult Licensed Property. 

BBC Studios’ Bluey took home the Best Pre-School Licensed Property award, despite strong competition from category finalists such as PAW Patrol, Peppa Pig, CoComelon and The Adventures of Paddington. Moving up an age bracket, Jazwares was this year’s Best Children’s or Tween Licensed Property winner with Squishmallows.

Meanwhile, the Pokémon franchise accepted a “What Kids Love” award, which honors the brand with the highest purchasing intent among UK kids. The Insights Family and Max Publishing collaborated to launch this category three years ago, and Minecraft (2023 and 2022) and Frozen (2021) have won in the past. 

A full list of Licensing Awards 2024 winners is available online.