Brand Licensing Europe’s License This! finalists revealed

Brand Licensing Europe has revealed the six finalists now heading to face the live panel of judges at this year’s License This! Competition next month.

The six have been selected from a record number of entries to the competition to win a stand at BLE 2019 as well as a year’s LIMA membership and mentorship, in what has been billed as its toughest year to date.

For the first time in the competition’s ten-year history, there are two award categories: Character and Animation and Brand and Design. The final will take place in the Brands and Lifestyle Theatre at BLE at 12.30pm on Thursday, October 11th.

The three finalists in the Character and Animation category, are:

Gail Grisham

Gail Grisham is a vintage doll that posts regularly on social media about family life. Her unique observational comedy truths are relatable, particularly to mothers, and are laugh out loud funny.


Oddcats is a pre-school property from Zara Picken; a mob of mischievous creatures with a taste for adventure and socks. Cute, colourful, a little bit quirky and with a distinct stitch design, the Oddcats borrow odd socks to help them along on their globetrotting travels.

The Real Monster Show

Hailing from Argentina, the Real Monster Show is a world full of colourful monsters targeting six to 11 year olds with an anti-bullying and diversity message and the potential to become an animated TV series and much more.

The three finalists in the Brand and Design award category, are:


Animals from Sarah Burman is a range of colourful, characterful quirky animal designs with a unique patchwork texture, strong colours and a hint of retro.


Adorable blue smudges that came onto the world by accident, Blubz are funny, heartwarming blobs of fun illustrating great copy from Drew Bristow.


Vintage inspired imagery with a contemporary twist, timeless and unattached to temporary trends, Pabuku’s designs are high end and refreshingly unique.

This year’s two License This! Winners will receive a free exhibition stand at BLE 2019, one year’s LIMA membership, PR support and advice from a panel of industry experts. For the first time, all finalists will receive legal consultation from competition sponsor Wynn-Jones, Previous entrants – both winners and finalists – have also signed lucrative agent and licensing deals off the back of the competition.

‘This year, we had the most entries we have ever had for License This!, which is testament to the growing appeal and importance of the competition. Such is the depth and breadth of entries we have received over the years, this year we have introduced two award categories,” said LIMA UK managing director and License This! Chair, Kelvyn Gardner.

“We were especially impressed by the diversity of the 2018 submissions and the clear depth of thought that the entrants had put in to their applications – we are sure our shortlist will provide a compelling spectacle for the final at BLE next month.”

BLE brand manager, Laura Freedman-Dagg, added: “The ethos behind License This! Is to support the growth of the licensing industry by attracting, supporting and engaging new blood as well as promoting it as a potentially lucrative sector to do business in.

“This year’s judges have done an amazing job of spreading the word – which resulted in a record number of entries – and then whittling that big list down to just six finalists, so a hug thank you to all of them.

“We know there’s a lot of love in the industry for the competition, and we hope that even more people will get behind it next year.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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