The finalists across all categories have been announced and the winners will be revealed on Thursday 23 April at a glittering event in London.

Over 3,000 products were entered for the 12 prestigious product categories from companies large and small. And not only was the volume of entries staggering, but the quality was also of the highest level.

All of the main product categories were judged by a panel comprising retail buyers from right across the spectrum including Tesco, The Very Group, Dobbies, Selfridges, Voisins Department Store, Moonpig, New Look, The Works, John Lewis, Vanilla Underground, Iceland, Cardfactory, Boots, Character.com, Asda, TruffleShuffle, HMV, Marks & Spencer, TG Jones, Pull & Bear, Calendar Club, Next and Scribbler among others.

Products of Change, the global education hub aimed at driving sustainable change across consumer products markets and beyond, has also lent its expertise to judge the Sustainability Brand Licensed Range.

The finalists in the five Retail categories, meanwhile, were reached by a dedicated Retail Validation Panel, made up of licensing industry executives from both licensors and licensees, and chaired by Richard Pink, md of Pink Key Licensing.

Meanwhile, the Best Brand Licensed Retail Marketing Initiative – which was introduced for the first time this year – was also chaired by Richard and judged by a panel of marketing and promotion experts from the industry.

Ian Hyder, ceo at Max Publishing, commented:

“It feels like yesterday that we launched the B&LLAs, so for it to be marking its 10th anniversary this year is extraordinary. Many thanks to our loyal sponsors and supporters, many of whom have been with us since the start. Together, we have created an event that is the only one in the world which totally focuses on this incredible sector of licensing. This year’s shortlist of finalists underlines the brilliance, strength, innovation and creativity of heritage, museum, FMCG, corporate, lifestyle and other categories outside of character and entertainment. Congratulations to all and we are looking forward to celebrating with you on 23 April.”

Brand Licensing Europe will be returning as the headline sponsor of the Brand & Lifestyle Licensing Awards 2026, while Licensing International will once again be lending its support.

“A huge congratulations to all the finalists of this year’s B&LLAs from everyone at Brand Licensing Europe. It’s such an inspirational afternoon in the licensing calendar with so many wonderfully creative people, brands and collaborations to celebrate,” commented Ella Haynes, BLE event director. “I particularly love seeing partnerships between established high street retailers and brands you wouldn’t immediately put together, but when you see the end product it makes absolute sense – just genius. I also love seeing so many of our BLE and Retail Mentoring Programme retailers peppered across the shortlist. Good luck to everyone – here’s to a fabulous event in April.”

Steve Manners, vp global marketing and UK managing director at Licensing International, continued: “The B&LLAs represent the very best of what our industry has to offer. They shine a light on the creativity, innovation and commercial excellence that drives licensing forward, and provide a vital moment for the community to come together to recognise and celebrate outstanding achievement.

“Licensing International is proud to support the B&LLAs because we believe that championing excellence matters – it raises the bar for everyone, inspires the next generation of talent, and reinforces the incredible value that licensing brings to brands, retailers, and consumers alike. These awards are a highlight of the industry calendar, and we look forward to celebrating with everyone on the day.”

The finalists in the Brand & Lifestyle Licensing Awards 2026 are (all categories are for licensing activity over the period between 1 January 2025 and 31 December 2025):

The B&LLAs UK Rising Star (Sponsored by Licensing International)

• Nicole Brandetti, Senior Licensing Manager, IMG
• Matthew Gibson, Head of Partnerships and Licensing, OddBalls Apparel
• Natasha Holford-Edwards, Manager, Brand Management, CAA
• Molly Perkins, Brand and Licensing Manager, Wild
• Charlotte Post, Senior Licensing Partnership Manager, Hearst UK
• Hannah Wheater, Brand Marketing Manager, Jus Rol

Product Category Finalists

Fashion Accessories or Lifestyle Range

• Coca-Cola Footwear Collection from Converse
• Everlast Capsule Collection from Palm Angels
• Haribo Footwear from Crocs
• Harvard University Satchel Collection from Cambridge Satchel Company
• Liberty Vintage Watches Collection from Casio
• Morris & Co Footwear Collection from HOFF
• RHS 2025 Collection from Radley
• Sanderson Chapter 2 Sock Collection from Pantherella
• Sara Miller London Colour Pop Collection from Pelham Leather Goods
• Smiley Tennis Collection from Prince
• Sperry UK Lifestyle Footwear Collection 2025 from Gardiners Bros
• TfL Handbags and Accessories Range from Pom Pom London

Food or Beverage Range

• Baileys Biscuits Range from Lightbody Ventures
• Baileys Chocolate Caramel Whirls from Zertus UK
• Guinness Slow-Cooked Steak & Guinness Pie from Higgidy Pies
• Love Hearts Gift Cake from Finsbury Food Group
• McVitie’s Ice Cream from Iceland Foods
• Monopoly Chocolate Gifting from Creme d’Or
• Mumsnet Little Explorers Ready Meals Range from Iceland Foods
• Patak’s Chilled Ready Meals Range from Food Brands Now
• Peperami Snacks from CRC Innovations (Scotland)
• RHS Classic Collection from Cottage Delight
• Slazenger Energy Water from E2 Ventures
• V&A Macaron Gift Box from Maison Ladurée

Health, Beauty and Wellbeing Range

• Caroline Gardner Gifting Collection for Boots from SLG Brands
• Cherry Coke Beauty Accessories Range for Primark from SkinnyDip
• Chupa Chups Scented Health & Beauty Collection from Wild
• Cosmopolitan Summer Beauty Box from Boots
• Firetrap Fragrance Collection from Corsair
• Morris & Co Advent Calendar from Neal’s Yard Remedies
• National Gallery Self Care Range from Kokomo
• 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
• White Fox Beauty Collection for Boots from SLG Brands

Adult Apparel Range

• Coca-Cola Nightwear Range for Tesco from Aykroyds
• Crayola Apparel and Accessories from Sidemen Clothing
• General Motors for Pull & Bear from Poetic Brands
• Guinness Heritage-inspired Apparel Collection from Percival Menswear
• Laura Ashley AW25 Sleepwear Collection from Next
• Liberty London Collection from adidas
• Morris & Co. Swimwear Collection from Summersalt
• New York Botanical Garden Womenswear Collection from Reiss
• Otis Kwame Collection x Seminal Artist Group by Zara
• Playboy Streetwear Collection from FTSHP
• Royal Observatory Greenwich Collection from Love & Roses
• V&A Art of Autumn Collection from FatFace

Gifting Range

• Arthouse Unlimited Gift and Stationery Collection from Portico Designs
• Cath Kidston The Board Game Beauty Collection from Heathcote & Ivory
• Cath Kidston Christmas Gifting Collection from Kimm & Miller
• French Connection Wooden Collection from Dalian Talent Group
• Historic Royal Palaces Collection from Freckleface
• Kelly Hoppen Home Fragrance Range from M&S
• Natural History Museum British Birds and Beauty in Nature Craft Ranges from West Design Products
• Meg Hawkins Home Fragrance Collection from Widdop & Co
• National Trust Kitchen Garden Collection from Toasted Crumpet
• RHS Games & Puzzles Collection from Gibsons Games
• Royal Shakespeare Company Giftable Art and Craft Collection from West Design Products
• V&A Fine Bone China Mugs from Museums & Galleries

Paper Products & Publishing Range

• Battersea Dogs & Cats Home Stationery and Greeting Cards Range from Cardology
• Crayola x Marc Jacobs JOY Artist Capsules from Hunter Price International
• English Heritage Puzzle Book from Keesing
• Morris & Co Pink & Rose Greeting Cards from Swan Mill Paper Company
• Natural History Museum Cards and Art Prints Collection from Ohh Deer
• National Trust Harmony Greeting Card Range from Woodmansterne
• RHS Official 2026 Calendar and Diary Range from Danilo
• RHS Plantable Desk Calendars from Willsow
• Sara Miller London Christmas Card Collection from The Art File
• Shakespeare’s Globe Much Ado About Cooking Book from Welbeck
• SmileyWorld Party, Cards and Gift Dressings from UK Greetings
• V&A Neon Florals Greeting Cards and Stationery Range from Ohh Deer

Tabletop and Kitchenware Range

• Cath Kidston Birds & Berries Collection from Captivate Brands
• Cath Kidston Cleaning Cloths & Tissues from Solent Group
• Emma Bridgewater Oranges & Lemons Tinware Collection from Elitetins
• Flash Scented Kitchen Roll from The Navigator Company
• Laura Ashley Floral Cookware from Pendeford Housewares
• Matthew Williamson Ikat Kitchen Textiles Collection from Museums & Galleries
• Morris & Co Blackthorn Cutlery and Gifts from Arthur Price & Co
• National Trust Housewares Collection from Eddingtons
• Sanderson x National Trust Homewares Collection from Habitat
• Sanderson Tabletop Collection from John Lewis
• Sara Miller London Mug Collection from Portmeirion Group
• ZSL x Liga Wildlife Collection from Loveliga

Children’s Range

• Brilliantly Brave Beastie Besties Wall Stickers from Stickers4
• Goodyear Take Apart Engine from Red Toolbox
• Historic Royal Palaces Childrenswear Collection from Pepa London
• McLaren Racing Kids Collection from M&S
• Morris & Co Childrenswear Range from Tu
• Natural History Museum Childrenswear and Wooden Toys Range from My 1st Years
• Natural History Museum Large Dinosaur Plush Toys from The Puppet Company
• RHS Children’s Dolls Pram & Toy Collection from Roma Prams
• Science Museum Material Science Range from Funtime Gifts
• SmileyWorld Kidswear Lifestyle Range from H&M
• Squishmallows Audio & Gaming Range from Lazerbuilt
• Van Gogh Museum Children’s Art Books from Hachette Children’s Group

DIY, Electrical or Gardening Range

• Crayola USB-C Flash Drive from SanDisk
• Historic Royal Palaces Solid Brass Sockets and Switches from Soho Lighting
• Joules Home Rechargeable Light Range from DAR
• Laura Ashley China Rose Air Fryer from New Dawn Innovations
• Laura Ashley Electric Throw Blanket from New Dawn Innovations
• Laura Ashley Solid Colour Range from New Dawn Innovations
• The National Gallery Digital Art Collection from LG Electronics
• National Trust Garden Furniture Collection from Gaze Burvill
• Scion Outdoor Furniture 2025 Collection from Habitat
• SLUSH PUPPiE Pro from Fizz Creations
• V&A Tech Accessories Collection from CASETiFY
• Weight Watchers Small Kitchen Appliances from B&M

Home Décor Range

• Country Living Arundel Collection from DFS
• English Heritage Fireplace Collection from Chesneys
• English Heritage Homewares Collection from Bedeck
• Gulf Vintage Homewares from Bennies Fifties
• Kelly Hoppen Home Décor Range from M&S
• National Trust Storybook Papers Collection from Little Greene Paint Company
• Natural History Museum Nature’s Exhibitionists Homewares Collection from Dunelm
• Sanderson Home Décor Collection from John Lewis
• Sanderson Rug Collection from Ruggable
• Sara Miller London Christmas Decoration Collection from John Lewis
• Scion Machine Washable Rugs from Think Rugs
• The Sensory Home Paint Collection from Graham & Brown

Inspired Innovation Range

• Ashmolean Museum Japanese Masters Art Clocks from Bramwell Brown Art Clocks
• BMW eSUP from SipaBoard
• Cath Kidston Hope and Heart Collection from Great Ormond Street Hospital Charity
• Coca-Cola x Labubu The Monsters Series from Pop Mart
• Goodyear Upcycled Racing Tyre Table from Lemonstorm
• Hot Wheels Racer Puddle Suit and Jumper for Tu from Fashion UK
• HMS Victory Edition Rifle from John Rigby & Co
• Natural History Museum Dinosaurs Live! Theatre Show from Mark Thompson Productions
• Prima Crafting at Sea from Ambassador Cruise Line
• RSPB Skylark 8X42 Binoculars from Viking Optical
• Stand Out Sock Range for F&F from Misirli
• Van Gogh Museum Sunflowers Art Set from LEGO

Sustainability Range

• BMW Innovation Collection from CASETiFY
• Cath Kidston Marble Ditsy Roll On Case from Wild
• Eden Project PurerHome Tableware Collection from Pure Table Top and Fabacus
• Kennet Crayfish Gin and Spiced Rum from Kennet Crayfish Company
• National Trust AW25 Range from Craghoppers
• National Trust Wellington Boots from Le Chameau
• Natural History Museum SS25 Capsule Clothing Collection from Palava
• 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

Retail Category Finalists

Best Fashion Retailer of Licensed Brands

• Abercrombie & Fitch
• FatFace
• H&M
• Hollister
• Next
• Primark
• Pull & Bear
• Uniqlo

Best Department Store or Mixed Retailer

• B&M
• Boots
• Fenwicks
• Home Bargains
• John Lewis
• M&S
• Morleys Stores
• Selfridges
• TK Maxx

Best Supermarket of Licensed Brands

• Aldi, Asda, Iceland, Lidl, Morrisons, Ocado, Sainsbury’s, Tesco, Waitrose

Best Specialist Retailer of Licensed Brands

• Blinds2go, Blue Diamond, Brewers Decorator Centre, Dunelm, DFS, Habitat, Hillary’s Blinds, Moonpig, Waterstones

The Radar Award

• AllSaints, Anthropologie, Craghoppers, Fable England, My 1st Years, Oliver Bonas, Piglet in Bed, Postmark, Reiss

Best Retail Marketing Initiative

• Country Living Arundel Launch with DFS
• Everlast x Palm Angels Campaign with Flannels
• Greggs Season’s Eatings with Moonpig
• Monopoly 90 Years with The Royal Mint
• National Trust AW25 with Craghoppers
• Sanderson x John Lewis Launch Campaign
• White Fox Christmas 2025 with Boots

Property Category Finalists

Best Licensed Heritage or Institution Brand

• Ashmolean Museum, Battersea Dogs & Cats Home, English Heritage, Historic Royal Palaces, The National Gallery, National Trust, Natural History Museum, RHS, Science Museum, Van Gogh Museum, V&A, ZSL

Best Licensed Lifestyle Brand

• Cosmopolitan, Country Living, Crayola, Fender, Goodyear, Gulf, House Beautiful, Monopoly, Playboy, Smiley, Squishmallows, TfL

Best Licensed Design-Led Lifestyle Brand

• Brilliantly Brave, Cath Kidston, Laura Ashley, Liberty, Morris & Co, Pusheen, Sanderson, Scion, Studio Blom

Best Licensed Food or Beverage Brand

• Baileys, Beavertown Brewery, Coca-Cola, Guinness, Haribo, Love Hearts, Peperami, Pepsi, SLUSH PUPPiE, Tabasco

Best Licensed Fashion or Talent Brand

• Emma Bridgewater, Emma Lawrence Designs, Everlast, Jack Wills, Joules, Kelly Hoppen, Meg Hawkins, Sara Miller London, Ted Baker

THE BRAND LICENSING AMBASSADOR OF THE YEAR (sponsored by Octane 5)

There are no finalists announced for this prestigious award. The recipient will be chosen in recognition of their contribution to the industry.

*The Brand & Lifestyle Licensing Awards 2026 takes place on Thursday 23 April at the Royal Lancaster London. Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: clare@createvents.co.uk or phone +44 (0)1183 340085.

For general questions regarding the B&LLAs 2026, please contact Ian Hyder, Jakki Brown, Rob Willis or Samantha Loveday.