The winners of the 2025 Licensing International Excellence Awards were unveiled during a special ceremony held ahead of Licensing Expo in Las Vegas (May 20–22).
The Licensing International Excellence Awards honor outstanding achievements and innovation across the global brand licensing industry. They celebrate the power of brands to engage consumers and drive business goals, recognize how licensees bring products to life, and highlight the role of retailers in showcasing licensed properties.
Winners were selected from 209 finalists across 32 categories. Over 800 submissions were received and evaluated by an expert panel of 200 judges representing 20 countries.
This year’s ceremony was hosted by Simmy Kustanowitz, Founder of Clock Tower Innovation, and presented by Alifish, the event’s official sponsor.
Back for its second year was the Members’ Choice Award, giving Licensing International members the opportunity to vote for a collaboration that best exemplifies bold and unexpected brand extensions.
“This year’s Licensing International Excellence Awards are all about celebrating innovation and the companies and brands that didn’t just show up—but truly showed out—by finding unforgettable, original ways to connect with their fans,” said Maura Regan, President of Licensing International. “We’re honoring the game-changers who turned creativity into conversation and built worlds their audiences couldn’t wait to be part of.”
Here are the winners of the 2025 Licensing International Excellence Awards:
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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 Animated Brand
Peanuts – Peanuts Worldwide -
Best Live Action Brand
Wicked – Universal Products & Experiences -
Best Corporate Brand
Goodyear – The Goodyear Tire & Rubber Company (IMG) -
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 (Entertainment Brands)
Love Your Melon – Sesame Street -
Best Apparel, Accessories, or Footwear Product (Corporate Brands)
Samsonite – V&A (Alfilo Brands) -
Best Food or Beverage Product (Entertainment Brands)
OREO – Star Wars -
Best Food or Beverage Product (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 (Entertainment Brands)
Thai Honda – Hello Kitty (Pacific Licensing) -
Best Appliance, Automotive, or Electronic Product (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 Product (Ages 8+)
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 (Entertainment Brands)
Miniso – Harry Potter -
Best Retailer (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
