Licensing International unveils Excellence Awards winners

The winners of the 2022 Licensing International Excellence Awards have been unveiled in a ceremony that brought together industry executives from around the world to celebrate the best of the global licensing industry.

The 25 award winners were selected from 165 finalists from around the world. More than 800 entries were received, narrowed down by an expert global judging panel and voted on by members of the licensing industry at large.

This year’s Excellence Awards were hosted by Cakewalk Entertainment founder and CEO George Leon. The awards were presented by Alifish, InSpirit Designs, Jazwares, and participants in Licensing International’s Accelerator Program, including Bedrock Collectibles, Holy Joe, LIBREX, Park Star Media, and Somos Arte.

The awards honour innovation and creativity in the way brands use licensing to further their goals, how licensees develop and bring those products to market, and how retailers creatively spotlight licenses on their shelves. This year’s ceremony saw the return of the Best Location-Based Entertainment award, recognising innovation across location-based brand extensions following significant lockdowns. Gamepath Entertainment took home the LBE trophy for the Monopoly Lifesized immersive experience in London.

“It’s inspiring to see the quality of work produced by the licensing industry and it was incredible to be able to celebrate those successes together in person,” says Maura Regan, President of Licensing International. “The Licensing International Excellence Awards are a testament to the power of brands and to the power of licensing to launch products and programmes with lasting appeal.”

The 2022 Licensing International Excellence Awards winners are:


Apparel or Accessory for a Corporate Brand – BMW M Motorsport line by Puma

Apparel or Accessory for an Entertainment Property – The Legend of Zelda line by BlackMilk

Appliances, Housewares, Electronics for a Corporate Brand – Xbox fridge by Ukonic

Appliances, Housewares, Electronics for an Entertainment Property – Sesame Street collaboration by Tonies

Digital: Apps, Software, Video Games, NFTs – Forever 21 Shop City experience by Virtual Brand Group

Food or Beverage for a Corporate Brand – Louvre ice cream by Häagen-Dazs

Food or Beverage for an Entertainment Property – Harry Potter mooncakes by Awfully Chocolate

Health and Beauty Aids – Friends bath & beauty line by Mad Beauty

Home Décor – LEGO wooden home décor by Room Copenhagen

Publishing, Social Expression – The Beatles advent calendar by Eaglemoss

Toys, Games, Novelties (ages 0-8) – Batman Batcave playset by Spin Master

Toys, Games, Novelties (ages 8+) – adidas Originals Superstar model by LEGO


Corporate Brand – BMW by BMW Group

Entertainment, Character, Toy Brand (Animated) – CoComelon by Moonbug Entertainment

Food, Beverage, Restaurant – Coca-Cola, Hi-C & Sprite by The Coca-Cola Company

Lifestyle: Art, Design, Celebrity, Fashion – Amy Winehouse by MDR Brand Management

Live Action Entertainment – Ghostbusters by Sony Pictures
Museum, Art, Design – V&A by The Victoria and Albert Museum

Sports, Collegiate – Formula 1 by CAA Global


Best Licensing Agency – Beanstalk

Best Licensed Collaboration – The Simpsons x Balenciaga

Best Licensed Promotion – Rovio & Born Licensing for GEICO’s “Angry Bird Problem?”

Best Location-Based Entertainment – Monopoly Lifesized by Gamepath Entertainment

Best Retailer (Corporate, Lifestyle, Fashion, Sports Initiative) – BoxLunch for McDonald’s

Best Retailer (Entertainment, Character Brand) – Bloomingdale’s for Space Jam: A New Legacy   

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

Check Also

Licensing Biz is under new ownership

Alakat Publishing Ltd, the company behind B2B toy magazine Toy World, has concluded a deal …