Licensing Awards 2021: The finalist

The B&LLAs 2021 finalists revealed

Top brands, licensees and retailers all set to celebrate at the Brand & Lifestyle Licensing Awards.

The finalists in the Product, Property and Retail categories for the Brand & Lifestyle Licensing Awards 2021 have officially been unveiled today (27 May).

“After what has been an extraordinarily difficult 15 month period, the announcement of B&LLAs 2021 finalists is testament to the strength, resilience and creativity of the brand and lifestyle licensing community,” commented Ian Hyder, joint md of Max Publishing, which owns and organises the B&LLAs. “What’s more, everything is signalling that we all be together again in person at a real live B&LLAs awards event on 7 July at which the winners will be unveiled.”

The B&LLAs 2021 awards event is to take place in the afternoon of Wednesday 7 July at the Hilton Park Lane Hotel, London. After a champagne reception, lunch and awards ceremony, the networking can continue in a spacious bar area adjacent to the main room until 8pm giving the whole industry time to catch up with each other.

The B&LLAs attracted a phenomenal number of entries, from companies large and small. Each and every entry was judged by a panel that comprised entirely of retail buyers from right across the spectrum, including John Lewis, The Very Group, Tesco, HMV, TJ Morris, Matalan, FatFace, Sainsbury’s, Toymaster, Morrisons, Smyths Toys, Pets at Home, DFS and Asda.

As evidenced by the stellar line-up of finalists, the B&LLAs 2021 shine the spotlight on all aspects of brand licensing, providing a platform for non-entertainment properties to be celebrated. These include lifestyle brands, as well as corporate, food and drink, heritage and fashion among others.

The B&LLAS 2021 Finalists are:

Best Brand Licensed Fashion Accessories or Lifestyle Product or Range

  • Coca-Cola rPET Bag Collection from Kipling
  • Farah Footwear from Focus Brands
  • Goodyear Timepieces Collection from Guardo Watches Company
  • Hello Kitty Footwear and Accessories Collection from Dr. Martens
  • LEGO ZX-8000 Running Shoe from Adidas
  • Morris & Co Watch Collection from August Berg
  • RHS Spring Florals Footwear from Hotter
  • V&A Bags and Accessories Collection from Mulberry

Best Brand Licensed Food or Beverage Product or Range

  • Baileys Choco Leibniz and Squares Biscuits from Bahlsen
  • Baileys Marbled Cake and Chocolate Treat Blondie Bars from Finsbury Foods
  • Barratt Ice Creams from Ice Fresh
  • BOSH! Vegan Home Baking and Savoury Range from Fiddes Payne
  • Coca-Cola Tic Tacs from Ferrero
  • Marmite x M&S Food Range from Marks and Spencer
  • River Cottage Kombucha from Equinox
  • TGI Fridays Frozen Food Range for Iceland from Iceland Foods
  • Xbox Celebration Cake from Finsbury Foods

Best Brand Licensed Health & Beauty Product or Range

  • Calcot Spa Bath Accessories from H&A
  • Coca-Cola Cosmetics from Morphe
  • Cosmopolitan Eau De Juice Fragrance from Luxe
  • Eve Sleep Well Slept Collection from IG Design Group
  • Jolly Rancher Cosmetics Set from Amber House
  • Joules x Boots Children’s Toiletries from Boots
  • RHS Lavender Garden from Heathcote & Ivory
  • Smiley Cosmetics from Ciaté

Best Brand Licensed Adult Apparel Product or Range

  • G2 Lifestyle Apparel Collections by Difuzed
  • LEGO Dots Collection from LEVI’S
  • National Gallery Collection from Poetic Brands
  • Natural History Museum Collection from Finisterre
  • Pantone x from Bro Trading
  • Playboy x Missguided Varsity Collection from Missguided
  • Smiley Streetwear Collection from Pull&Bear
  • Underground Cyclewear Collection from Milltag Cycling

Best Brand Licensed Gifting Product or Range

  • Battersea Dogs and Cats Home Collection from Marks and Spencer
  • Emma Bridgewater Greeting Card Range from Woodmansterne Publications
  • National Gallery Flower Bouquets from Prestige Flowers
  • National Trust Wildlife Collection from CJ Wildlife
  • Natural History Museum The Dinosauria Collection from The Royal Mint
  • RHS Calendar and Diary Range from Danilo Promotions
  • TfL Jigsaw Puzzles and Games from Gibson Games
  • V&A Kimono Stationery Collection from Papier
  • Van Gogh Museum Stationery and Gifting Collection from Blueprint Collections

Best Brand Licensed Homewares, Kitchen & Tabletop Product or Range

  • Country Living Kitchens for Homebase from Whitstable and Hastings
  • Emma Bridgewater Buttercups collection from Elite
  • I Like Birds Tabletop and Kitchen Collection from My Gifts Trade
  • Joules Fine China Range from Pure Tabletop
  • National Trust Explore and Treasure from Toasted Crumpet
  • National Trust Vegan Food Wrap Collection from the Beeswax Wrap Company
  • Sara Miller London Chelsea Collection from Portmeirion
  • Yvonne Ellen Barware and Picnicware from Fifty One Percent

Best Brand Licensed Children’s Product or Range

  • Classic LEGO Bricks Collection from Adidas
  • Crayola Bathtime Range from H&A
  • Formula E Panasonic Jaguar Racing Gen2 car and Jaguar I-PACE eTrophy Speed Champions from LEGO
  • Mother & Baby All Gold Mattress from CuddleCo
  • Nadiya Hussain Bake Me A Story Children’s Bakeware range from Wilton Bradley
  • National Trust Woodland Wanders Range from Frugi
  • Natural History Museum + The Roald Dahl Story Company Extraordinary Explorers from Marks & Spencer
  • Nerf Christmas Range from Fashion UK Global Licensing
  • Mini Brands from Zuru

Best Brand Licensed Electrical & DIY Products or Range

  • Coca-Cola tech accessories collection from CASETify
  • Paul Smith Braun Collection from Zeon
  • Goodyear Foot Pump & Air Compressor from Avron
  • Goodyear Gardening Tools from Miralbueno
  • National Trust Garden Tools from Burgon & Ball
  • RHS British Meadow Collection from Burgon & Ball

Best Brand Licensed Home Décor Product or Range

  • Historic Royal Palaces Great Masters Wallpapers from Cole & Son
  • House Beautiful Collection from Dreams
  • Morris & Co Nursery and Home Essentials from DockATot
  • Natural History Museum Art Prints Collection from
  • National Portrait Gallery Bespoke Murals from Graham and Brown
  • National Trust Celebration Fabric Collection from Sanderson Design Group
  • Sara Miller London Bedding Collection from Ashley Wilde Group
  • Scion Living x Next from Next

Inspired Innovation Brand Licensed Product or Range Award

  • Formula 1 Fragrances Engineered Collection from SA Designer Parfums
  • Guinness Home Bar from Shamrock Gift Company
  • Barratt Ice Cream Sherbet Dip Dab from Ice Fresh
  • Goodyear Air Purifier from Clickerland
  • Joules Mini-me Dog Collection from Rosewood
  • Lamborghini Sian FKP 37 Lego Technic from The Lego Group
  • Lenor Crease Releasers from Star Brands
  • Marmite Houmous from Freshpak Chilled Foods


Best Fashion Retailer Of Licensed Brands

  • ASOS
  • FatFace
  • H&M
  • Missguided
  • Primark
  • Pull&Bear
  • Uniqlo
  • Zara

Best Department Store Or Mixed Retailer Of Licensed Brands

  • Argos
  • B&M
  • Fenwick
  • John Lewis
  • M&S
  • Next
  • Selfridges
  • WHSmith

Best Supermarket Of Licensed Brands

  • Asda
  • Co-op
  • Iceland
  • Morrisons
  • Sainsbury’s
  • Tesco
  • Waitrose

Best Specialist Retailer Of Licensed Brands

  • DFS
  • Dobbies
  • Dunelm
  • Blue Diamond Group
  • Boots
  • Homebase
  • Waterstones


Best Licensed Heritage Or Institution Brand (Open to: All licensed heritage or institution brands (including museum, gallery, heritage, charity or visitor attraction brands) that have executed licensing activity (including in the UK) in the period 1 January 2020 to December 31 2020.)

  • Historic Royal Palaces
  • Morris & Co
  • The National Gallery
  • Natural History Museum
  • National Trust
  • Royal Horticultural Society (RHS)
  • Sanderson
  • Van Gogh Museum
  • Victoria and Albert Museum (V&A)

Best Licensed Lifestyle Brand (Open to: All licensed FMCG non-food brands (including those brands hailing from automotive/travel, home goods, electricals, DIY, media, toy and sports goods’ brands) that executed licensing activity (including in the UK) in the period 1 January 2020 to 31 December 2020.)

  • Country Living
  • Crayola
  • Goodyear
  • HEAD
  • House Beautiful
  • LEGO
  • NERF
  • Transport for London
  • Volkswagen

Best Licensed Design-led Lifestyle Brand (Open to: All licensed brands from design-based properties that executed licensing activity (including in the UK) in the period 1 January 2020 to 31 December 2020.)

  • emoji
  • Hello Kitty
  • House of Turnowsky
  • I Like Birds
  • Scion
  • Smiley

Best Licensed Food Or Beverage Brand (Open to: All licensed food, confectionery, beverage, restaurant or eating places brands that executed licensing activity (including in the UK) in the period 1 January 2020 to 31 December 2020.)

  • Baileys
  • Barratt’s
  • Coca-Cola
  • Guinness
  • Marmite
  • Slush Puppie
  • TGI Fridays

Best Licensed Fashion or Talent Brand (Open to: All licensed fashion or talent brands (including celebrities and ‘name’ brands from the world of sport, music, cookery, art/design or icons) that executed licensing activity (including in the UK) in the period 1 January 2020 to 31 December 2020.)

  • Emma Bridgewater
  • Frida Kahlo
  • Jane Asher
  • Joules
  • Julie Dodsworth
  • Nadiya Hussain
  • Sara Miller London
  • Terry O’Neill
  • Yvonne Ellen