The winners of the 2021 Kelvyn Gardner License This! competition were announced at  Brand Licensing Europe on Friday (19 November) after nine finalists battled it out in three pitches.

The winners are:

Brand & Design category: Sophie Jonas-Hill for Tea for Tattoo: a series of hand-drawn motifs which bring together the colour palette and style of traditional blue and white ceramics, with the aesthetic and cheeky edge of old school tattoos.

Vtech Marble Rush

Character & Animation category: Joel Mercer for SeedFolk: developed by the creative team behind Seedlings Cards & Gifts, this lovable range of characters cares for our native habitats and wildflower seeds.

Product Design category in partnership with Mojo Nation: Wayne Lindsay for Imaginnovation: a desk tidy based on Aardman Animations’ Morph and Chaz characters, a product inspired by the ‘tension’ and ‘collaboration’ epitomised in their relationship.

“Congratulations to the finalists who presented very strong, well thought through and commercially mindful concepts. Lots of thought had gone into where the brands fit the market and the licensing potential of them.”

Ian Downes, chair of the judges and director of Start Licensing

Ian Downes, chair of the judges and director of Start Licensing, said of the Brand & Design and Character & Animation categories: “Congratulations to the finalists who presented very strong, well thought through and commercially mindful concepts. Lots of thought had gone into where the brands fit the market and the licensing potential of them.”

Of the Product Design category presentations, he said: “It was genuinely a very close call. The spirit of friendship between the designers is a real credit to them and to design and creative people. It was a really good set of presentations, products and ideas – and Aardman and Start Licensing would love to talk to all three designers afterwards about developing their ideas (subject to contract) in the future and talk about how we can bring them to life.” 

The Kelvyn Gardner License This! final can be viewed during the online Brand Licensing Europe event, which takes place from 30 November to 1 December.

Brand Licensing Europe returns in 2022 from 20 September to 22 September at ExCeL London.

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