By Gary Symons
TLL Editor in Chief
I just got back from Licensing Expo after a cancelled flight and a 24-hour nightmare marathon flight from Las Vegas to Vancouver (Thanks Air Canada!), but my head is still buzzing from all the excitement of the world’s largest licensing show.
Licensing Expo appeared to be smaller this year, but the deal flow was going hot and heavy, and most people I spoke to said it was very positive for them. From the people I heard from, it did appear that quality may be more important than quantity when it comes to leads.
So, why might there have been less traffic? Some licensors said they were cutting back their ad and marketing spend this year because of the overall downturn in the economy, including reduced consumer spending. For example, the giant Warner Bros. booth from last year did not return, and MGM replaced its large booth with a presence in the executive suites. The focus appeared to be on setting up meetings and doing business, as opposed to putting on a large presence.
That said, some companies like Jazwares and ZAG appeared to have a larger footprint this year, and both notably have seen phenomenal growth over the past five years. Generally the toy sector appeared to be doing well, as my interview at Hasbro showed that company is now starting to show the benefits of its recent restructuring. More on that in a future feature article.
The other reason for reduced traffic is very likely due to the Brand Licensing Europe show, another Licensing International event that draws many in the licensing world from Europe, Africa, and the Middle East. In that sense, Licensing Expos have likely grown, but the crowd is somewhat divided between the North American and European trade shows.
A highlight that I sadly missed, due to more flight delays on the way there, was of course the Licensing International Excellence Awards, which were unveiled on Monday, before the trade floor opened.
The 30 award winners were selected from 201 finalists. More than 850 submissions 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 George Leon, founder, chief executive officer, Cakewalk Entertainment, and Maca Rotter, president, chief executive officer, La Panadería. Alifish, Jazwares, Spaceport and Spirit presented the awards.
This year’s Excellence Awards featured several new categories to reflect better the constantly evolving nature of the global brand licensing business. New categories included the Most Impactful Service Provider, awarded to Octane5, and Best Sustainability Initiative, taken home by Goodyear Brake Calipers – FDP Brakes by IMG.
“The Licensing International Excellence Awards are a testament to the power of brands and their ability to inspire products and programs with lasting appeal,” said Maura Regan, president of Licensing International. “It was incredible to gather together with the global brand licensing community to celebrate the industry’s incredible innovation.
Here are the 2023 Licensing International Excellence Awards winners:
BEST LICENSED PRODUCTS
Apparel, Footwear and Accessories for Corporate Brands
adidas AG has been going through a rough year due to the breakup of their licensing deal with Kanye West, but showed they still have the magic as the company won for its adidas Original Superstar LEGO Shoes.
Apparel, Footwear and Accessories for Entertainment Brands
Another footwear icon, UGG, won for its new Sesame Street Collection, pushing the brand in the direction of children’s shoes.
Appliances, Housewares and Electronics for Corporate Brands
– Smeg – Coca-Cola Refrigerator
Appliances, Housewares and Electronics for Entertainment Brands
– Dalstrong – “Call of Duty” Performance Culinary Collection
Digital: Apps, Software, Video Games and NFTs
Are NFTs dead and gone? Apparently not, as companies that come up with original ideas that benefit the consumer are finding ways to make NFTs relevant. This year the Funko Digital Pop! NFT won the award alongwith Kellogg’s by The Joester Loria Group
Food or Beverage for Corporate Brands
–Mentos/Perfetti Van Melle – Mentos with Fanta
Food or Beverage for Entertainment Brands
Hello Fresh – Buddy the Elf Spaghetti Meal Kit
Health and Beauty Aids
– SheGlam – Willy Wonka Collection
Home Décor
Jay Franco and Sons won for their clever Hasbro Board Game Blanket, allowing fans to get cozy and play their favorite games at the same time.
Publishing, Social Expression, Back-to-School
– Chronicle Books – LEGO in Focus
Toys, Games, Novelties, Role Play (ages 0-8)
Jakks Pacific hit a home run with its Mario Kart Ride-on Racer, partly boosted by the huge success of the recent Mario Bros. movie.
Toys, Games, Novelties, Role Play (ages 8+)
Is there a year when LEGO doesn’t win at least one award? This year is no different as The LEGO Group won for one of its series from the innovative LEGO Ideas, programs, namely the Van Gogh inspired “The Starry Night” with MoMA.
BEST LICENSED BRANDS
Art, Design, Museum
And speaking of Van Gogh, the Van Gogh Museum Amsterdam also won, and not a huge surprise as the museum is not only fantastic in its own right, but offers some pretty amazing licensed products. For example, the Van Gogh china tea set has pride of place at my home.
Celebrity, Influencer, Fashion
The unstoppable Dolly Parton won for her Speckled Bird campaign by IMG, a testament to the singer’s ability to constantly reinvent herself.
Corporate
– Kodak – Eastman Kodak Company
Digitally Native, Gaming, NFT
If you thought the metaverse was dead, think again. Winner “Minecraft” is turning into an absolute licensing giant, and will certainly be a leader in this space for many years to come. The award also named parent company Microsoft and CAA Brand Management, which has done a fantastic job coming up with innovative licensing campaigns.
Entertainment Animated
– “Naruto” Shueisha, TV Tokyo, and VIZ Media
Entertainment Live-Action
– “Stranger Things” Netflix
Food, Beverage, Restaurant
The Coca-Cola Company
Publishing, Stationery, Social Expression
Crayola has been nominated or has won licensing awards repeatedly at Licensing Expo, and it’s simply because Warren Schorr and his team consistently come up with great ideas that are well executed.
Sports, Esports, Collegiate
NFL Players Association
Toy
Jazwares and its Squishmallows brands won this category, and no wonder. The adorable little balls of fun have turned the company into the world’s fastest growing toy company. We’re doing a feature on Jazwares later this week, exploring how the company created this all-encompassing licensing program that touches every part of a fan’s life, cleverly depicted in their booth at Licensing Expo.
OTHER AWARDS
Best Experiential or Location-Based Initiative
Harry Potter: A Forbidden Forest Experience” – Ravenswood Experiences
Virtual Brand Group First Metaverse Company Nominated for Licensing Awards