Recently 'The Licensing Awards 2008' were announced at a gala dinner attended by Sir Steve Redgrave and hosted by comedian and TV personality Rob Brydon. The award ceremony has become the ‘must attend' event in the licensing calendar and over 1,000 guests enjoyed a golden evening of superb entertainment, dinner and dancing - and the fact the whole industry can get together.
The judging for the product categories, for which 4,500 products were entered, was conducted by a prestigious panel of over 40 of the top retail buyers including those from Amazon, Boots, Bhs, Clinton Cards, Debenhams, HMV, Mothercare, New Look, Tesco, WHSmith and Woolworths.
The judges assessed each product entry considering the following criteria; the excellence of design, innovation and originality; consumer targeting and quality of manufacture and packaging. This year's awards categories include five new awards dedicated to brand licensing encompassing sports, celebrities as well as general brands. Winners included BBC's In the Night Garden for ‘Best Baby or Pre-school Property', and Disney's High School Musical for ‘Best Licensed Schoolers, Tween or Teen Property'.
Exclusive animations were created by Aardman, HIT Entertainment and TV-Loonland with their much-loved children's characters who injected their own humour to the evening.
The Retail Category Winner for Baby/Pre-School was Marks & Spencers, while the Best Licensed Toys Or Games Range went to In The Night Garden Toy Range from Hasbro, Best Licensed Dress-up and/or Party Range went to Dr Who Dressup from The Christy Group, and Best Licensed Children's Apparel Or Accessories Range went to High School Musical, Woolworths Exclusive Range from Blues Clothing.
Best Licensed Giftware Range was won by The Very Hungry Caterpillar Giftware from Portmeirion, Best Licensed Food Or Drink Range was won byIn The Night Garden Confectionery Range from Bon Bon Buddies and The Innovation Award to Queen Tooth Tunes from Grosvenor.
The ‘Property'Award winners for Best Baby/Pre-School Licensed Property (aimed at 0-5 year olds) went to In The Night Garden Figures show that sales of licensed toys have gone up by ten per cent in 12 months to a staggering £2.2 billion.
It seems we are transferring our love of well-known labels to our children and even babies, ensuring they stay up-to-date with the latest theme or character.Woolworths is the way out in the lead taking over double the UK sales in this field to it's closest rival, but supermarkets now account for 40% of all sales of branded or licensed toys. Coupled with sales of licensed clothing, toys make up more than half of all licensed goods sales in the UK.
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