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The UK Licensing Awards 2021 are open for entries

Industry accolades The Licensing Awards 2021 are now open for entry and all of the award categories – including those for licensed products – can now be entered, for free, via the website.

Last year’s party winner was the Very Hungry Caterpillar butterfly dress-up for George@Asda from Christy’s By Design.

The Licensing Awards 2021 (which are owned and organised by Max Publishing) will look to recognise and celebrate all licensed product launches, licensing activity and licensed retailing execution in the 12 months up to the end of May 2021.

Party and costume suppliers looking to enter the Best Licensed Dress-Up or Partyware Range (which this year is sponsored by Beano Studios) can enter here.

The category is open to all licensed dress-up, balloons, party favours, party tableware, banners and cake decorations ranges aimed at children or adults. The products had to be launched into UK retail between 1 June 2020 and 31 May 2021.

In light of the ongoing Covid-19 restrictions, entry and judging will take place online – the process is quick and easy and means that there is no need to send any physical samples. Product will still be judged by key retailers from across the UK market – last year more than 200 retailers took part in the virtual process.

Previous winners of the Best Licensed Dress-Up or Partyware Range have included last year’s Very Hungry Caterpillar butterfly dress-up for George@Asda from Christy’s By Design, the Barbie 60th Anniversary Set from Smiffys, Disney Princess Dress-up for Sainsbury’s from Rubie’s, Marvel Superheroes Dress-Up for George at Asda by Christy’s, Mr Men and Little Miss Dress-Up from VMC Accessories. The Spiderman Airwalker from Amscan International also took home The Innovation Award in 2013.

The deadline for entering any licensed product categories is Tuesday 1 June, 2021. As always, entry is completely free.

Following last year’s digital awards, this year’s intention is to return to a live event on Tuesday 14 September in The Great Room at The Grosvenor House Hotel in London. The situation will be closely monitored, with guests assured that ticket and table bookings are refundable or deferrable should plans need to be altered.

For sponsorship, entry enquiries or general questions regarding The Licensing Awards, please contact Ian Hyder, Jakki Brown or Rob Willis.

Tickets and tables can be reserved quickly and securely online by visiting or by contacting Clare Hollick at Create Events: or phone +44 (0)1183 340085.

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