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If a week’s a long time in politics (and indeed recent global events certainly prove this to be the case), then a decade in brand licensing must be a lifetime, such have been the developments in this ever more dynamic sector.
This is the 10th anniversary of the B&LLAs and chancing upon the welcome speech for the inaugural event back in 2016 brings back memories of what prompted their launch.
“We couldn’t ignore the quips from the brand and lifestyle licensing community any longer that the achievements from this sector really weren’t being recognised.
We make absolutely no apologies for the UK Licensing Awards, which have grown in stature to become the largest licensing awards in the world. However, by their very nature they are all encompassing. Through the B&LLAs, true justice can be done to the innovation, collaborations and consumer-engagement that brand licensing is increasingly achieving,” we said.
These are words we still stand by, and how. The ensuing 10 years since that very first B&LLAs awards event have seen a mighty impressive proliferation of brand licensing activity. Many more brands from multifarious spheres have embraced their IP while the pool of licensees and retailers recognising the merits of brand licensing in all its guises has grown into a glimmering lake.
When the B&LLAs started even the more established genres, such as museum and heritage licensing, is nothing like it is nowadays, with many more museums, galleries and charitable organisations delving into their treasure troves to see their respective riches translated onto inspiring products and come alive in retail activations.


Admittedly food and beverage brand programmes had been on the table for many years when the B&LLAs came on the scene, but there was nothing like the feast of choice on the brand licensing menu that there is today. (That surely has to be one good thing to have come out of the Covid years!)




To mark the 10th anniversary of the B&LLAs, today’s event will include a lively pre-lunch panel discussionhosted by Steve Manners, VP, global marketing & UK managing director of Licensing International - which will see a quad of leading lights from the brand licensing community put on the spot about their fascinations and machinations of this ever evolving sector.
Sitting in the hot seats will be Angela Farrugia MBE of Brand x Society (and first ever recipient of the B&LLAs Brand Ambassador award) and fellow B&LLAs Brand Ambassador award recipients Ian Downes, founder of Start Licensing; Richard Pink, founder of Pink Key Licensing and Maxine Lister, head of licensing at the Natural History Museum.
As the B&LLAs 2026 finalists testify, add to that the growing mix of toy, automobile, publishing and other FMCG and lifestyle brands that are now enjoying success in leveraging their consumer connection and relevance through brand licensing, this is indeed a sector that is ‘bella bella’!
One constant of the last 10 years has been the unwavering support and engagement the B&LLAs have received, and from many directions. Firstly, from our sponsors - including our headline sponsor, Brand Licensing Europe as well as the backing of trade body Licensing International –many of whom have backed the B&LLAs since their inception. Secondly, for all of you who have taken the time and trouble to enter the awards, share your nominations, participate in panel discussions and cast your judging votes to ensure the rightful winners are crowned, we really do thank you.
We hope that today you not only enjoy marking the B&LLAs’ first milestone decade but also feel rightfully proud that you are playing your part in propelling this very special enclave of licensing into the future.
Ian Hyder, Jakki Brown, Rob Willis and Samantha Loveday
legal liability for any errors or
or finalists or any organisation or
The actual awards ceremony will be hosted by Myleene Klass MBE. As well as her talents as a TV and radio broadcaster, classically trained musician, performer, author and campaigner for women and children, ambassador for Save the Children, Myleene also has first-hand experience in brand licensing collaborations, including with Marks & Spencer, Skechers and Freemans.
“I am thrilled to be hosting the Brand & Lifestyle Licensing Awards 2026,” commented Myleene. “Brand licensing and retail have been part of my journey for many years and it’s a sector that continues to inspire me with its everevolving yet consistently engaging presence at retail. Presenting this year’s finalists and winners will be a true honour.”










OPEN TO: All young professionals aged 35 and under with a maximum of five years’ working experience in the brand and lifestyle licensing sector. Nominations are sought from the entire industry for these special individuals from the retail, licensor, licensee or trade supplier sides.






Nicole Brandetti, SENIOR LICENSING MANAGER, IMG

Natasha Holford-Edwards, MANAGER, BRAND MANAGEMENT, CAA




Charlotte Post, SENIOR LICENSING PARTNERSHIP MANAGER, HEARST UK

Matthew Gibson, HEAD OF PARTNERSHIPS AND LICENSING, ODDBALLS APPAREL

Molly Perkins, BRAND AND LICENSING MANAGER, WILD

Hannah Wheater, BRAND MARKETING MANAGER, JUS ROL


Rooted in 600 years of Olive farming in Aprino Italy. The Parisi family celebrates timeless craftmanship, natural ingredients & sustainable living.
Parisi launches in 2026 with a refined collection of Italian inspired homeware, candles, home fragrance & fine fragrance, that embody the warmth and rustic elegance of Southern Italy, available through Widdop & Co and Dalian Talent.






Where your brand deserves to be.












OPEN TO: All brand licensed fashion accessories or lifestyle products or ranges (including eyewear, jewellery, scarves, watches, handbags, luggage, footwear, hosiery, socks and headwear) launched into UK retail between 1 January 2025 to 31 December 2025.


Coca-Cola Footwear Collection FROM CONVERSE

Liberty Vintage Watches Collection FROM CASIO

Sara Miller London Colour Pop Collection FROM PELHAM LEATHER GOODS

Everlast Capsule Collection FROM PALM ANGELS

Morris & Co Footwear Collection FROM HOFF

Smiley Tennis Collection FROM PRINCE

Haribo Footwear FROM CROCS




Royal Horticultural Society (RHS) 2025 Collection FROM RADLEY


Sperry UK Lifestyle Footwear Collection 2025 FROM GARDINERS BROS







Harvard University Satchel Collection FROM CAMBRIDGE SATCHEL COMPANY

Sanderson Chapter 2 Sock Collection FROM PANTHERELLA

Transport for London (TfL) Handbags and Accessories Range FROM POM POM LONDON







licensingenquiries@sandersondesigngroup.com









OPEN TO: All brand licensed food or beverage products (including fresh, ambient, dried, frozen, bottled or canned food stuffs, plus non-alcoholic and alcoholic beverages) launched into UK retail between 1 January 2025 and 31 December 2025.






Baileys Biscuits Range FROM LIGHTBODY VENTURES


McVitie's Ice Cream FROM ICELAND FOODS

Peperami Snacks FROM CRC INNOVATIONS (SCOTLAND)


Baileys Chocolate Caramel Whirls FROM ZERTUS UK

Monopoly Chocolate Gifting FROM CREME D'OR

RHS Classic Collection FROM COTTAGE DELIGHT

Guinness Slow-Cooked Steak & Guinness Pie FROM HIGGIDY PIES SPONSORED

Mumsnet Little Explorers Ready Meals Range FROM ICELAND FOODS

Slazenger Energy Water FROM E2 VENTURES

Love Hearts Gift Cake FROM FINSBURY FOOD GROUP


Patak's Chilled Ready Meals Range FROM FOOD BRANDS NOW

V&A Macaron Gift Box FROM MAISON





















OPEN TO: All brand licensed health and beauty products or ranges (including fragrances, wellbeing, bath and body, cosmetics, personal care items (non electrical) and vitamins) launched into UK retail between 1 January 2025 and 31 December 2025.






Caroline Gardner Gifting Collection for Boots FROM SLG BRANDS

Firetrap Fragrance Collection FROM CORSAIR




Cherry Coke Beauty Accessories Range for Primark FROM SKINNYDIP

Morris & Co Advent Calendar FROM NEAL'S YARD REMEDIES

Chupa Chups Scented Health & Beauty Collection FROM WILD

National Gallery Self Care Range FROM KOKOMO

Cosmopolitan Summer Beauty Box FROM BOOTS

RHS Bath & Body Care Collection FROM THE SOMERSET TOILETRY COMPANY


Sara Miller London Enchanted Garden Collection for Boots FROM HEATHCOTE & IVORY

Tabasco Outrageous Plump Lip Gloss Collection FROM SEPHORA

Ted Baker Tailored Men’s Fragrance Collection FROM KMI BRANDS


White Fox Beauty Collection for Boots FROM SLG BRANDS











OPEN TO: All brand licensed adult apparel products or ranges (including formal and casual wear, daywear, nightwear, underwear (excluding socks) and sportswear) launched into UK retail between 1 January 2025 and 31 December 2025.


Coca-Cola Nightwear Range for Tesco FROM AYKROYDS

Crayola Apparel and Accessories FROM SIDEMEN CLOTHING












Laura Ashley AW25 Sleepwear Collection FROM NEXT


Otis Kwame Collection x Seminal Artist Group FROM ZARA

Liberty London Collection FROM ADIDAS

Playboy Streetwear Collection FROM FTSHP




General Motors for Pull & Bear FROM POETIC BRANDS

Morris & Co. Swimwear Collection FROM SUMMERSALT


Guinness Heritageinspired Apparel Collection FROM PERCIVAL MENSWEAR



New York Botanical Garden Womenswear Collection FROM REISS

Royal Observatory Greenwich Collection FROM LOVE & ROSES


V&A Art of Autumn Collection FROM FATFACE





The National Trust, Europe’s largest conservation charity, was founded in 1895 to restore nature, provide access to places for everyone to enjoy and inspire the nation to care for their heritage. We have 5.4 million members and look after 250,000 hectares of countryside, 780 miles of coastland and 500 historic properties.
Every penny we generate through brand licensing helps us to deliver our conservation goals, with our collaborations bringing the stories of our places to life across the Home, Garden, Fashion and Gifting categories.
Discover more at nationaltrust.org.uk/brand-awards or contact us on brandlicensing@nationaltrust.org.uk













OPEN TO: All brand licensed gifting ranges (including gift packaged products, crafting kits, family games, candles, home fragrance and food gifting) launched into UK retail between 1 January 2025 and 31 December 2025.



Arthouse Unlimited Gift and Stationery Collection FROM PORTICO DESIGNS

Historic Royal Palaces Collection FROM FRECKLEFACE

Natural History Museum British Birds and Beauty in Nature Craft Ranges FROM WEST DESIGN PRODUCTS



Cath Kidston The Board Game Beauty Collection FROM HEATHCOTE & IVORY

Kelly Hoppen Home Fragrance Range FROM M&S



RHS Games & Puzzles Collection


GIBSONS GAMES




Cath Kidston Christmas Gifting Collection FROM KIMM & MILLER

Meg Hawkins Home Fragrance Collection FROM WIDDOP & CO

Royal Shakespeare Company Giftable Art and Craft Collection FROM WEST DESIGN PRODUCTS


French Connection Wooden Collection FROM DALIAN TALENT GROUP




National Trust Kitchen Garden Collection FROM TOASTED CRUMPET




V&A Gift Boxed Bone China Mugs FROM MUSEUMS & GALLERIES














OPEN TO: All brand licensed paper products and publishing (including greeting cards, stationery, calendars, diaries, giftwrap, non-children’s books and magazines, partworks and sticker albums) launched into UK retail between 1 January 2025 and 31 December 2025.
SPONSORED





Battersea Dogs & Cats Home Stationery and Greeting Cards Range FROM CARDOLOGY

National Trust Harmony Greeting Card Range FROM WOODMANSTERNE

Sara Miller London Christmas Card Collection FROM THE ART FILE


Crayola x Marc Jacobs JOY Artist Capsules FROM HUNTER PRICE INTERNATIONAL

Natural History Museum Cards and Art Prints Collection FROM OHH DEER

Shakespeare's Globe Much Ado About Cooking Book FROM WELBECK







English Heritage Puzzle Book FROM KEESING

Morris & Co Pink & Rose Greeting Cards, Gift Packaging and Stationery FROM SWAN MILL PAPER COMPANY

RHS Official 2026 Calendar and Diary Range FROM DANILO

SmileyWorld Party, Cards and Gift Dressings Range FROM UK GREETINGS

RHS Plantable Desk Calendars FROM WILLSOW

V&A Neon Florals Greeting Cards and Stationery Range FROM OHH DEER

Good luck to all of the 2026 finalists!










OPEN TO: All brand licensed tabletop and kitchenware products (including tableware, cookware, glassware, cutlery and utensils, kitchen storage, kitchen textiles and cleaning products) launched into UK retail between 1 January 2025 and 31 December 2025.

Cath Kidston Birds & Berries Collection FROM CAPTIVATE BRANDS

Laura Ashley Floral Cookware FROM PENDEFORD HOUSEWARES


Sanderson x National Trust Homewares Collection FROM HABITAT

Cath Kidston Cleaning Cloths & Tissues FROM SOLENT GROUP

Matthew Williamson Ikat Kitchen Textiles Collection FROM MUSEUMS & GALLERIES

Sanderson Tabletop Collection FROM JOHN LEWIS





Emma Bridgewater Oranges & Lemons Tinware Collection FROM ELITETINS

Morris & Co Blackthorn Cutlery and Gifts FROM ARTHUR PRICE & CO

Sara Miller London Mug Collection FROM PORTMEIRION GROUP





Flash Scented Kitchen Roll FROM THE NAVIGATOR COMPANY






National Trust Housewares Collection FROM EDDINGTONS

ZSL x Liga Wildlife Collection FROM LOVELIGA















OPEN TO: All brand licensed products or ranges aimed specifically at children (including apparel, accessories, toys, games, publishing, furniture and home décor items) launched into UK retail between 1 January 2025 and 31 December 2025.




Brilliantly Brave Beastie Besties Wall Stickers FROM STICKERS4


Morris & Co Childrenswear Range FROM TU
Goodyear Take Apart Engine FROM RED TOOLBOX

Natural History Museum Childrenswear and Wooden Toys Range FROM MY 1ST YEARS
Historic Royal Palaces Childrenswear Collection FROM PEPA LONDON

Natural History Museum Large Dinosaur Plush Toys FROM THE PUPPET COMPANY






Science Museum Material Science Range FROM FUNTIME GIFTS


SmileyWorld Kidswear Lifestyle Range FROM H&M



Squishmallows Audio & Gaming Range FROM LAZERBUILT




McLaren Racing Kids Collection FROM M&S



RHS Children’s Dolls Pram & Toy Collection FROM ROMA PRAMS

Van Gogh Museum Children’s Art Books FROM HACHETTE CHILDRE N’S GROUP






















OPEN TO: All brand licensed DIY, electrical (battery or mains) or gardening products or ranges (including small domestic appliances, DIY and tools, garden products, home appliances, lighting, batteries, personal care products (electrical), smart tech, phones, sound, vision and computing) launched into UK retail between 1 January 2025 and 31 December 2025.





Crayola USB-C Flash Drive FROM SANDISK

Laura Ashley Electric Throw Blanket FROM NEW DAWN INNOVATIONS

Scion Outdoor Furniture 2025 Collection FROM HABITAT


Historic Royal Palaces Solid Brass Sockets and Switches FROM SOHO LIGHTING

Laura Ashley Solid Colour Range FROM NEW DAWN INNOVATIONS

SLUSH PUPPiE Pro FROM FIZZ CREATIONS



Joules Home Rechargeable Light Range FROM DAR

The National Gallery Digital Art Collection FROM LG ELECTRONICS

V&A Tech Accessories Collection FROM CASETIFY


Laura Ashley China Rose Air Fryer and 4.5l Lightweight Stand Mixer FROM NEW DAWN INNOVATIONS

National Trust Garden Furniture Collection FROM GAZE BURVILL


Weight Watchers Small Kitchen Appliances FROM B&M
















Celebrating 10 years of the B&LLA’s
Huge congratulations to Ian, Jakki and team on this incredible milestone.
Good luck to our licensees: CRC Innovations and Fizz Creations.





















OPEN TO: All brand licensed home décor products (including soft furnishings, bedding, paint, wallpaper, furniture, tiling and flooring, kitchens and bathrooms) launched into UK retail between 1 January 2025 and 31 December 2025.


Country Living Arundel Collection FROM DFS

Kelly Hoppen Home Décor Range FROM M&S

Sanderson Rug Collection FROM RUGGABLE

English Heritage Fireplace Collection FROM CHESNEYS

National Trust Storybook Papers Collection FROM LITTLE GREENE PAINT COMPANY


English Heritage Homewares Collection FROM BEDECK

Natural History Museum Nature’s Exhibitionists Homewares Collection FROM DUNELM


Gulf Vintage Homewares FROM BENNIES FIFTIES

Sanderson Home Décor Collection FROM JOHN LEWIS




Sara Miller London Christmas Decoration Collection JOHN LEWIS


Scion Machine Washable Rugs FROM THINK RUGS
The Sensory Home Paint Collection FROM GRAHAM & BROWN




























































OPEN TO: This award recognises truly inspired product creation involving a brand licence. Entries can be for a single product, range (of any type) or experiential in nature. It can involve collaborations, but a brand licence (non entertainment) has to be part of it.
The entry has to have been on sale or visible in the UK between 1 January 2025 and 31 December 2025, though it can also have a presence elsewhere in the world. All entries are judged on their inspirational innovation. Products/ranges can be entered into this award as well as in another category –or it could be for something that doesn’t quite fit existing categories due to its inspirational nature.




Ashmolean Museum Japanese Masters Art Clocks FROM BRAMWELL BROWN ART CLOCKS

Goodyear Upcycled Racing Tyre Table FROM LEMONSTORM

Prima Crafting at Sea FROM AMBASSADOR CRUISE LINE
BMW eSUP FROM SIPABOARD


and





Wheels Racer Puddle Suit and Jumper for TU FROM FASHION UK




Victory Edition Rifle FROM JOHN RIGBY & CO Natural History Museum Dinosaurs Live! Theatre Show FROM MARK THOMPSON PRODUCTIONS






Out Sock Range for F&F FROM
Van Gogh Museum Sunflowers Art Set FROM LEGO














OPEN TO: This award recognises and rewards a brand licensed product or range’s credentials on the sustainability front. Entries can be for a single product or range (of any type). It can involve collaborations, but a brand licence (non entertainment) has to be part of this. The entry has to have been on sale or visible in the UK between 1 January 2025 and 31 December 2025, though it can also have a presence elsewhere in the world. Products/ranges can be entered into this award as well as in another category.



BMW Innovation Collection FROM CASETIFY

National Trust AW25 Range FROM CRAGHOPPERS
Cath Kidston Marble Ditsy Roll On Case FROM WILD

National Trust Wellington Boots FROM LE CHAMEAU




Eden Project PurerHome Tableware Collection FROM PURE TABLE TOP AND FABACUS

Natural History Museum SS25 Capsule Clothing Collection FROM PALAVA


Kennet Crayfish Gin and Spiced Rum FROM KENNET CRAYFISH COMPANY

RSPB Bug Hotel Hide-Away Puppet FROM THE PUPPET COMPANY
Transport for London (TfL) Gifting Range FROM KEW GARDENS



V&A Patterns In Play Childrenswear FROM PETIT PLI
ZSL x Liga Wildlife Collection FROM LOVELIGA












































It has been our privilege to work with brands in entertainment, heritage, food & beverage and publishing in markets across the world and we are proud to have never lost a brand to another agent in 22 years of trading.
Our portfolio is small so our senior team can manage each client with care and complete attention • Our process reflects our FMCG origins; utterly brand-centred, driven by the equity and aims of our clients’ brands • Retail-focussed from the start; we have built award-winning ranges directly with buying teams
•Our obsession with design has led to the creation of stunning style guides and beautiful products • We are also a literary agent, brokering some of the UK’s biggest deals in branded publishing. It’s our complete delight to be here today and to be sponsoring this award.
For information about Metrostar and the brands we represent, please contact claire@metrostarmedia.co.uk or call us on +44 (0) 203 784 2796







































OPEN TO: All supermarkets with a presence in the UK which have shown a commitment to retailing brand licensed merchandise for the period 1January 2025 to 31 December 2025. This could either be for a specific activity or ongoing treatment, either bricks and mortar and/or online.























Celebrating over 20 years of licensing expertise and named one of the Top 10 Global Brand Licensing Agencies, Brandgenuity is proud to support the B&LLA Awards and we congratulate all of the finalists!







OPEN TO: All retailers with a specialism (other than in fashion) with a presence in the UK which have shown a commitment to retailing brand licensed merchandise for the period 1 January 2025 to 31 December 2025. This could either be for a specific activity or ongoing treatment, either bricks and mortar and/or online.





















Founded in 1826, ZSL (Zoological Society of London) is a science-driven conservation charity working to protect and restore wildlife in the UK and around the world. Through our leading conservation zoos, London and Whipsnade Zoos, we engage millions of visitors each year, bringing people closer to wildlife and inspiring a lifelong love of animals in the conservationists of tomorrow.
We partner with brands to develop distinctive, purpose-driven products and experiences that tell meaningful stories. From elegant collections

inspired by our rich zoological archives to educational ranges shaped by our expert teams, every collaboration connects audiences with nature and the animals we’re protecting.
Join us as we celebrate ZSL’s 200 th anniversary in 2026 and London Zoo’s in 2028 and be part of a legacy that inspires a love of wildlife and drives lasting change. Contact us at: brandlicensing@zsl.org























































OPEN TO: This award is for the most creative and effective marketing campaign run in a UK retailer or pop-up to support a licensed brand (non character and entertainment) or range of licensed products or individual product. The campaign could cover any kind of marketing communication, including all forms of advertising and PR, or any in-store initiative or activation for any licensed brand or licensed product or range of products being sold through a UK retailer - either online or bricks and mortar. The campaign must have appeared in the UK market from 1 January 2025 to 31 December 2025. It could have been part of a broader European campaign, but it is the execution in the UK market that is judged.



Country Living Arundel Launch Campaign with DFS

Everlast x Palm Angels Campaign with Flannels

Monopoly 90 Years Campaign with The Royal Mint



Sanderson x John Lewis Launch Campaign




Greggs Season's Eatings Campaign with Moonpig

National Trust AW25 Campaign with Craghoppers


White Fox Christmas 2025 Campaign with Boots


EUROPE’S LARGEST EVENT FOR LICENSING, BRAND EXTENSION AND COLLABORATIONS!
Congratulations to the Best Licensed Heritage Or Institution Brand nominees!














OPEN TO: All licensed heritage or institution brands (including museum, gallery, heritage, charity or visitor attraction brands) which have executed licensing activity (including in the UK) in the period 1 January 2025 to 31 December 2025.

















Lucy.Beresford@slgbrands.com






OPEN TO: All licensed FMCG non-food brands (including those brands hailing from automotive/travel, home goods, electricals, DIY, media, toy, retro sports and sporting goods) which have executed licensing activity (including in the UK) in the period 1 January 2025 to 31 December 2025.

















































Specialist












































OPEN TO: All licensed or talent brands (including celebrities and ‘name’ brands from the world of sport, music, cookery, art/design or icons) which have executed licensing activity (including in the UK) in the period 1 January 2025 to 31 December 2025.
































Nominations are sought from the entire industry for individuals who have contributed greatly to the evolution of brand licensing. Their involvement could be as a brand owner, licensing agent, licensee or supplier.








This industry is blessed with visionaries whose passion, commitment, creative thinking and attention to detail has been instrumental in the development of brand and lifestyle licensing.

















Congratulations to our clients, licensees and brand teams for reaching the finalists at this year’s brand and product categories of the B&LLAs.
And to Natasha Holford-Edwards Manager, Brand Management, for her nomination for Rising Star 2026.





Pantherella collaborates with British interiors brand Sanderson: A continued celebration of timeless print and British craftsmanship.
This limited-edition capsule continues to honour the heritage of both brands, blending classic British design with contemporary flair. Each sock design draws on nature, textile history, and artisan techniques, translated into wearable pieces of art.
www.pantherella.co.uk

































































