Peanuts, LEGO and a handful of blockbuster film extensions were some of the biggest winners at this year’s Licensing International Excellence Awards. 

Recognizing outstanding achievements in the global licensing industry, the awards were presented at a Monday ceremony in Las Vegas, just ahead of Licensing Expo (May 20 to 22). 

Key category winners included Peanuts Worldwide (Best Animated Brand – Peanuts), Universal Products & Experiences (Best Live Action Brand – Wicked) and Jazwares (Best Toy Brand – Squishmallows). 

LEGO had the most nominations heading into the ceremony, and it won in three categories, including Best Toys, Games, Novelties, or Role Play (ages 8+) for its LEGO Jaws set. 

Blockbuster film licensees were also especially successful this year, including LUSH, which won Best Health & Beauty Product for its Wicked line; and Moose Toys, winning Best Toys, Games, Novelties or Role Play Product (ages 0-8) with its range for Despicable Me 4.

For the second year in a row, Licensing International asked its members to vote for the best unexpected and innovative collaboration. This year’s winner of the Members’ Choice Award was PAC-MAN Live Experience from Bandai Namco Entertainment and Little Lion Entertainment. 

All told, Licensing International received more than 800 submissions this year that were whittled down to 209 finalists for a global judging panel from 20 countries to assess.  

Here’s the full list of winners: 

Best Animated Brand

Peanuts – Peanuts Worldwide

Best Live Action Brand

Wicked – Universal Products & Experiences

Best Corporate Brand

Goodyear – The Goodyear Tire & Rubber Company (IMG)

Best Art, Design or Museum Brand

The Museum of Modern Art

Best Food, Beverage or Restaurant Brand

Reese’s – The Hershey Company (Brand Activation Consulting, Estuary Brands, Tycoon)

Best Interactive or Digital Brand

Tetris – The Tetris Company

Best Publishing, Stationery or Social Expression Brand

Dr. Seuss – Dr. Seuss Enterprises

Best Sports, eSports or Collegiate Brand

Overtime – Overtime Sport (The Brand Liaison)

Best Music Artist or Celebrity Brand

The Beatles – Apple Corps (Bravado)

Best Toy Brand

Squishmallows – Jazwares

Best Home Décor or Homeware Product

H&M – LEGO

Best Interactive or Digital Product

Actionary Limited – Harry Potter

Best Apparel, Accessories or Footwear Product for Entertainment Brands

Love Your Melon – Sesame Street

Best Apparel, Accessories or Footwear Product for Corporate Brands

Samsonite – V&A (Alfilo Brands)

Best Food or Beverage Product for Entertainment Brands

OREO – Star Wars

Best Food or Beverage Product for Corporate Brands

BSc Supplements – Chupa Chups (Asembl Brands)

Best Publishing, Social Expression or Back-to-School Product

Chronicle Books – LEGO

Best Appliance, Automotive

or Electronic Product for Entertainment Brands

Thai Honda – Hello Kitty (Pacific Licensing)

Best Appliance, Automotive or Electronic Product for Corporate Brands

Nuna Strollers – BMW (Brandgenuity)

Best Toys, Games, Novelties or Role Play Product (ages 0-8)

Moose Toys – Despicable Me 4

Best Toys, Games, Novelties or Role Play (ages 8+) Product

LEGO – Jaws

Best Health & Beauty Product

LUSH – Wicked

Best Advertising Campaign Featuring a Licensed Brand

Where’s Waldo & Etsy Campaign

Best Licensed Promotion

Batman Day x Uber Australia

Best Apparel Collaboration

Huf x Kodak

Best Accessories or Footwear Collaboration

Dr. Martens x Wednesday (WildBrain CPLG)

Best Hardlines or Packaged Goods Collaboration

MONOPOLY x Nike x WS Game Company

Best Location-Based Experience or Initiative

Hello Kitty 50th Anniversary Celebration of Friendship (Pacific Licensing)

Best Retailer for Entertainment Brands

Miniso – Harry Potter

Best Retailer for Corporate, Lifestyle, Fashion or Sports Brands

Modern Works – Kodak

Best Sustainability Initiative

Primark & Disney – The Lion King Campaign & Repair Workshop

Members’ Choice Award

PAC-MAN Live Experience – Bandai Namco Entertainment and Little Lion Entertainment