How CPGs Embraced Licensing Partnerships — and Won
The global licensing community gathered in Las Vegas this summer for one of the industry's most anticipated celebrations.
The annual Licensing International Excellence Awards honors the creativity, innovation and collaboration that define the business. The awards reflect some of the most successful products dominating a wide swath of product categories.
This article highlights 10 of the winning partnerships across CPG and retail. (Click each image to see a full-size version.)
Best Food or Beverage Product (Corporate Brands)
Absolut Vodka Tabasco
Global flavorings and playful heat infusions are qualities still raging in the food aisles. The awards this year indicate that consumers of spirits and beauty products are seeking spice and international intrigue, too. Pernod Ricard's Absolut and McIlhenny's Tabasco hot sauce launched Absolut Tabasco, a chili-flavored vodka made with aged Tabasco pepper mash. The balance of heat and flavor, coupled with a fierce marketing push, led the licensed product to reach 116% of its three-month distribution goal across targeted accounts.
Best Health & Beauty Product for Corporate Brands
Sephora Tabasco Outrageous Plump Lip Gloss
Tabasco and Sephora teamed up for a chili extract-infused lip gloss. It launched globally across Sephora's website and stores. Within 45 days, the product generated 61% sell-through.
Best Advertising Campaign Featuring a Licensed Brand
It's Kahlunkin'
Dunkin' and Pernod Ricard partnered on a caramel swirl cream liqueur. Actress Salma Hayek Pinault starred as the hero in the telenovela-spoofing ads, which delivered nearly 3 billion earned impressions, 3 million social impressions and more than 330 media placements.
Best Food or Beverage Product (Entertainment Brands)
Danone Actimel Minecraft Yogurts
Repeat purchase in Europe, the Middle East and Africa (EMEA) markets was this partnership's goal. Danone's Actimel and video game giant Minecraft joined forces to create a line of packaged drinks spanning 14 video game heroes. Each drink featured a single character, and shoppers who got their hands on a complete set of heroes were rewarded with exclusive downloadable Minecraft content via a QR code on-pack.
Best Food, Beverage or Restaurant Brand
7-Eleven
At the cross-section of sports, cars, skate and more, 7-Eleven is redefining what a convenience-driven brand can achieve with culturally relevant merchandise. The more than 40,000-unit chain has forged partnerships across multiple categories. Partners include Nike, Pokemon, Mattel's Hot Wheels, Paramount and more, with several collabs selling through at traditional retailers.
Best Toy Brand
The Monsters — Pop Mart
Labubu is the leading character of The Monsters publishing property that toy company Pop Mart made into a must-have plush for consumers. With each blind box drop, the collectibles seemed to sell out in seconds. Pop Mart is keeping the critters top of mind by landing a deal with Sony Pictures for a live action/CGI hybrid film. Pop Mart also expanded into serving food and beverages (in partnership with a local resort company) in Singapore.
Best Toys, Games, Novelties, or Role Play Product (ages 0-8)
Spin Master Gabby's Dollhouse: Meowmazing Dollhouse
The Meowmazing Dollhouse is Spin Master's latest in a series of playsets inspired by Dreamworks Animation's preschool property Gabby's Dollhouse. Timed to the release of Dreamworks' "Gabby's Dollhouse: The Movie," the Meowmazing unit quickly became a hero item.
As of September 2025, the Gabby's Dollhouse franchise had sold 2.9 million dollhouses overall. Upon distribution, the prior Celebration Purrfect Dollhouse shifted from No. 2 to No. 8 for the full year, reflecting successful demand transfer and sustained fan engagement.
Best Toys, Games, Novelties, or Role Play Product (ages 8+)
Lego Star Wars Death Star
The Star Wars Death Star collab between Disney and Lego broke many records: Largest number of pieces (9,023), largest footprint (28 inches tall) and the most mini-figures included in a set (38). The $999.99 creation was a nod to the importance of adult consumers. The marketing support took the form of midnight launch parties at 17 LEGO stores across the U.S. and EMEA, as well as a Hypebeast Death Star After Dark event.
Best Hardlines or Packaged Goods Collaboration
The Lego Group x Van Gogh Museum
Vincent Van Gogh's iconic Sunflowers (1889) has been reimagined as a 3D Lego art set made of 2,615 pieces. The partnership took cultural enrichment seriously: the $199 toy earned a podcast recorded at the Amsterdam-based museum, in front of the original artwork, with curatorial insights designed for users to watch while building.
Best Licensed Promotion
Peanuts Starbucks Promotion
Starbucks worked with Peanuts Worldwide to introduce drinkware starring Snoopy, with new designs exclusive to Starbucks. This kindness-embracing persona of Snoopy was meant to reflect the positive emotions that accompany community-building efforts. Co-branded products (many of which sold out within days) included a variety of drinkware and totes, digital extensions in the Starbucks app and, in some territories, custom drinks and food.
About the Author
Leigh Ann Schwarzkopf is principal and owner of Project Partners Network. The organization provides insights, best practices, strategies and due diligence in all areas of licensing.
