Pink Chillies has won this year's License This! contest.
The brand beat competition from cartoon property I Am Merryl, greetings brand Lillipippins and paper craft robots Modabots to win a prize of a free stand at Brand Licensing Europe 2013.
In a Dragons Den style set-up contestants pitched to a panel comprised of BBC Worldwide’s Richard Hollis, HoHo Entertainment MD Helen Howells and Warren Traeger of Love Licensing.
Created by Suzanne Till, Pink Chillies was born out of a love of elephants and features a collection of individual elephant characters and their friends. Ten per cent of the company's profits are donated to animal welfare charities.
Judge Richard Hollis said: "These are four totally different properties. They're all appealing to different markets so its difficult to judge. We think they're all terriffic and have fantastic potential.
"But we've chosen the property that we feel has the potential to expand into a broad licensing range, and make the most of the time between now and next year's show to make a full consumer launch."
The competition received over 50 entries before the License This! panel chose the four finalists.