VEGAS 2010: Twilight scoops LIMA's Licence of The Year

The association has announced the winners of its annual International Licensing Excellence awards.
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The winners were announced at last night’s Opening Night Awards Ceremony at the Licensing International Expo 2010 in Las Vegas.

Overall, LIMA presented 16 International Licensing Excellence Awards recognising the best licensed properties and products in seven categories: art, character/toy, corporate, film/television/celebrity/entertainment, sports and sports-themed entertainment, promotion and retailer.

Nominations were solicited from across the industry and winners chosen by a vote of the LIMA membership.

“This year’s International Licensing Excellence Award winners include classic brands such as Barbie and Scrabble as well as new properties and products that are popular with a wide variety of audiences,” said Charles Riotto, president of LIMA.

"The association congratulates all of our winners, who exemplify the creativity of our industry and the strength of licensing as a brand builder.”

All awards are based on calendar year 2009. The winners, by category, are:


  • Best Art Program: Paul Frank
  • Best Art Licensee: LF USA’s Kids Headquarters Investments Division (for Paul Frank Apparel)

Character/toy brand

  • Best Character/Toy Brand Program: Barbie (Mattel)
  • Best Character/Toy Brand Licensee – Hard Goods: Digital Blue (for Lego electronics)
  • Best Character/Toy Brand Licensee – Soft Goods: Mighty Fine (for Peanuts T-shirts)


  • Best Corporate Brand Program: Food Network
  • Best Corporate Brand Licensee – Hard Goods: Creative Designs International, a Division of JAKKS Pacific (for Black & Decker Junior role-play products)
  • Best Corporate Brand Licensee – Soft Goods: Adidas Originals (for Vespa footwear and apparel)

Film, television, celebrity or entertainment

  • Best Film, Television, Celebrity or Entertainment Program: The Twilight Saga: New Moon
  • Best Film, Television, Celebrity or Entertainment Licensee – Hard Goods: Cardinal Industries (for The Twilight Saga: New Moon The Movie Board Game)
  • Best Film, Television, Celebrity or Entertainment Licensee – Soft Goods: National Entertainment Collectibles Association (for The Twilight Saga: New Moon apparel and accessories)

Sports and sports-themed entertainment

  • Best Sports and Sports-Themed Entertainment Program: ESPN
  • Best Sports and Sports-Themed Entertainment Licensee: Electronic Arts (for FIFA video games)


  • Best Licensed Promotion: Scrabble at Subway (Hasbro)


  • Best Retailer: Nordstrom (for The Twilight Saga: New Moon)

Overall Best Licensed Programme of The Year

  • The Twilight Saga: New Moon (Summit Entertainment, LLC)

The licensing industry also honoured the lifetime achievements of licensing industry pioneers Alan Hassenfeld and the late Stephen Hassenfeld of Hasbro.

Among the first to recognise the impact toys and games could have in telling a story, the Hassenfelds built the company into a top toy licensing partner for many brands.


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