Giftware retailer Sarah Watts scoops prize for How to... for the domestically inept.
A cartoon series inspired by airline instruction cards has won this year's License This challenge.
Sarah Watts picked up the prize of a fully furnished stand at Brand Licensing Europe 2012, worth around £5,000 for How to... for the domestically inept.
'How to...' competed against four other finalists: Jacky Al-Samarraie, who portrays British rural and urban landscapes in silhouette and block colour; Little Godz, which is based on the gods of Asia; MGL's Marsh Mellow; and Turizmo, from Jane Evans.
"I can't believe I have won License This," said Watts. "I had the idea for How to... nearly five years ago, but didn't know how to develop it or bring it to market. This means I am coming back next year and the contacts I have made mean I can develop this concept."
Andrew Kerr, MD of Aoh!K Commercial and chair of the judging panel, added: "We were very excited to find a smart, confident and original property. How to... is applicable to a host of product categories, making it commercially viable right now."