The awards were first launched in 2007 and aim to recognise the achievements of Hit’s licensing and retail partners across its portfolio of properties and categories.

The 2009 winners are as follows:

UK product of the year – Wesco for the Thomas and Bob Whizz Watch

UK retailer of the year – Smyths for the Fireman Sam tour

UK promotion of the year – Hamleys for its Cartoon Crazy Month featuring Thomas & Friends and Bob the Builder week-long promotion

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UK publishing licensee of the year – Egmont magazines for the refreshed Fireman Sam magazine

UK licensee of the year – Smith & Brooks for its Thomas and Friends range and year-on-year growth

Jon Owen, SVP consumer products UK and EMEA commented: “We have experienced another year of strong product innovation, creative retail promotions and outstanding campaigns from our licensing and retail partners and this year’s recipients of the 2009 UK Pingu Awards are no exception.

“In a challenging economic climate, out partners have continued to strive for excellence across all categories and we congratulate all nominees and winners.”