The industry association Lima has awarded the International Licensing Awards. The awards are a trend barometer for the trade.

700 entries were received for the coveted prizes. That’s a new record. Lima’s President Charles Riotto spoke of an “outstanding year for the Lima Awards program.” The winners “stand for the best of our global industry. They are innovative leaders in their respective categories and in the licensing landscape.” A total of 22 awards were presented to licensed programs and products. The Lima Community Choice Award celebrated its premiere. Here is an overview of the winners that are of particular interest to the toy industry.

Successful license L.O.L. Surprise aims to double sales in 2018

A huge success is the license L.O.L. Surprise, winner of the category Character/Toy Brand. In the USA, small collectible toys were last year’s best-selling toys. And the trend is also continuing in Germany. Finally, license holder MGA Entertainment has set the goal of doubling sales with L.O.L. Surprise in 2018. The figures appeal to girls between the ages of six and nine. What is new is especially the type of packaging, where MGAE relies on the trend of unboxing. A total of seven layers has to be unpacked in the ball-shaped packaging. Step by step, accessories and hints on the function of the doll are revealed. In the USA there are already video channels for the characters and apps for the smartphone.

Branchenverband Lima kürt die weltweit besten Lizenzen
License: L.O.L. Surprise

Lima awards young actress JoJo Siwa

The winner of the Film/Television/Entertainment – Live Action category is also aimed at the girls target group. The prize goes to JoJo Siwa. Born in 2003, the US-American dancer, singer and actress inspires the young audience on the channel of her license holder Nickelodeon. Of course, she has numerous merchandise items available such as bed linen, pillows and much more.

Still trendy: The Very Hungry Caterpillar

In the category Art/Design “The Very Hungry Caterpillar” was awarded. The lovingly illustrated book by Eric Carle is a classic that was already published in 1969. According to the German publisher Gerstenberg, it is one of the best-selling picture books in the world with over 30 million copies. Owner and agent of the license are Eric Carle Studio, LLC / The Joester Loria Group.

Famous licensees for award winner emoji

The winner of the Digital category has more than 550 licensees worldwide: Famous licensees for award winner emoji – the iconic brand. Companies using the brand include Sony Pictures Animation, Ferrero, Zara, C&A, Nestle, Ravensburger, Random House and Kellogg´s. Almost every smartphone owner knows and uses Emojis. Currently there are more than 10,000 icons available for licensing. If desired, emoji can also create individualized icons.

These are promising licensed products for the children’s sector

In addition to pure licensing topics, the industry association Lima also awarded prizes to licensed products that are particularly interesting for the children’s and toy industry. In the food/beverage sector, the young Hamburg-based company Brand & Vision convinced with its organic food range Sesame Street. The product portfolio includes snacks for in between and food for daily needs – all branded with figures from the popular children’s series. Minecraft products are the home furnishings winners. Here the company Jay Franco and Sons wins with its home textile series, which includes, for example, bed linen and bath towels with patterns from the famous paper and pencil game. The Nickelodeon slime set from Cra-Z-Art received the Lima award in the category Games – age group up to 12 years. For the older children, the jury awarded Lego for the small droid BB-8 from Star Wars.


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Image: L.O.L Surprise / MGAE