Kicking off a busy Licensing Expo week, the 2024 Licensing International Excellence Awards honored top kids brands such as Bluey, Barbie, Peanuts and Moomin at last night’s annual awards ceremony.

A field of 197 finalists were competing in 32 categories, after making the cut from more than 800 submissions received this year.

Bluey emerged victorious in the Best Licensed Animated Brand category, beating out Gabby’s Dollhouse, Peppa Pig, Naruto, Peanuts and South Park. Circana pegged the Aussie franchise as the number-one preschool license in the UK and Australia last year, with Bluey owner BBC Studios rolling out two best-selling picture books, and soundtrack Bluey: Dancemode! making a number-one debut on the Billboard Kids Albums Chart.

Mattel’s Barbie (pictured) took home the Best Toy Brand prize, as well as the Members’ Choice Award for Barbie x Zara. The brand’s first live-action film adaptation was the highest-grossing film of 2023, paving the way for a new range of dolls and more than 165 licensing deals.

Big Potato Games’ U.S. Postal Inspection Service beat out Monopoly: Barbie Edition and other nominees in the Best Product: Toys, Games, Novelties or Role Play category (ages eight-plus), with Fun.com from Disney/Pixar winning the same prize for under-eights.

Airbnb, which has been ramping up in the branded accommodations market to reach families, was recognized for its Shrek x Airbnb experience in the Best LBE Initiative category. Launched last fall, Shrek’s Swamp is located in Scotland and features a fairytale stay inspired by the DreamWorks Animation movie franchise.

Select Excellence Awards winners are listed below, with a full list available on Licensing International’s website.

BEST LICENSED BRANDS

• Best Brand: Animated – Bluey (Ludo Studio & BBC Studios)
• Best Brand: Food, Beverage, Restaurant – M&M’S (Mars Wrigley/Brand Central)
• Best Brand: Publishing, Stationery or Social Expression – Moomin (Moomin Characters Oy/Rights & Brands)
• Best Brand: Toy – Barbie (Mattel)

BEST LICENSED PRODUCTS

• Best Product: Health & Beauty – Hismile (Wonka)
• Best Product: Interactive or Digital Product – Apple (Peanuts)
• Best Product: Toys, Games, Novelties, or Role Play (ages 0-8) – Fun.com (Disney/Pixar)
• Best Product: Toys, Games, Novelties, or Role Play (ages 8+) – U.S. Postal Inspection Service (Big Potato Games/Global Icons)

OTHER AWARDS  

• Best Licensed Promotion – 7-Eleven x Brown & Minions (CP All Public Company/ 7-Eleven/Pacific Licensing Studio)
• Best Location-Based Experience or Initiative – Shrek x Airbnb
• Best Retailer: Corporate, Lifestyle, Fashion, or Sports Brands – Kohl’s for Crayola (Retail Monster)
• Members’ Choice Award – Barbie x Zara