LIMA recognizes best in licensing

NEW YORK The licensing world gathered in New York Wednesday to honor industry leaders and legends at the annual LIMA Gala and Awards Ceremony. The event, which has been likened to The Academy Awards because of its similar format, recognizes excellence in 16 categories of licensing, from art to entertainment.

The highlight of the event was the induction of Neil Friedman, president of Mattel Brands, into the Murray Altchuler Licensing Industry Hall of Fame.  A 34-year veteran of licensing, Friedman has been a journeyman in the field of licensing, with a wide array of experience including Tyco, MCA/Universal, Just Toys, Gerber, Hasbro and Lionel Leisure/Kiddie City.  Most recently, Friedman was credited with having spearheaded the launch of the hugely popular T.M.X. Elmo in 2006. 

In addition to the Hall of Fame, the ceremony included many top-level property honors, not least of which was the Overall Best License of The Year (for 2006), presented to the Disney/Pixar Cars property, owned by The Walt Disney Company, as well as the Best Retailer of the Year, awarded to Toys 'R' Us for its Deal or No Deal program. 

Other awards at this year’s ceremony included:

• Best Art Brand License of the Year: Andy Warhol (Owner: Andy Warhol Foundation. Agent: The Beanstalk Group, LLC.)
• Best Art Brand Licensee of the Year: Levi Strauss & Co. (Property: Andy Warhol. Product: Apparel)
• Best Character Brand License of the Year: Peanuts (Owner: Scholastic Entertainment. Agent: Dentsu Inc.)
• Best Character Brand Licensee of the Year (Hard Goods): Scholastic Inc. (Property: It’s a Happy Bunny.  Product: Books)
• Best Character Brand Licensee of the Year (Soft Goods): Steve & Barry’s (Property: Marvel.  Product: Apparel)
• Best Sports Brand Licensee of the Year: Steve & Barry’s (Property: Starbury. Product: Apparel Collection)
• Best Promotion of the Year: Happy Feet (Owner: Warner Bros. Consumer Products)
• Best Corporate Brand License of the Year: Jeep (Owner: DaimlerChrysler Corporation.  Agent: The Joester Loria Group)
• Best Corporate Brand Licensee of the Year, Hard Goods: Fisher-Price Inc. (Property: Power Wheels Jeep Hurricane.  Product: battery-operated ride-on vehicle)
• Best Corporate Brand Licensee of the Year, Soft Goods: Mighty Fine (Property: McDonald’s. Product: apparel)
• Best Film, Television & Entertainment Brand License of the Year: Disney/Pixar 'Cars' (Owner: The Walt Disney Company)
• Best Film, Television & Entertainment Brand Licensee of the Year, Hard Goods: Fisher-Price Inc. (Property: Sesame Street.  Product: 'T.M.X.' Elmo)
• Best Film, Television & Entertainment Brand Licensee of the Year, Soft Goods: Disguise Inc. (Property: Pirates of the Caribbean. Product: costumes)