The winners of the 2025 Licensing International Excellence Awards were unveiled at Licensing Expo in Las Vegas on May 19, 2025, and Universal Products & Experiences (UP&E) was honored with five awards including Best Live Action Brand for Wicked.

The Excellence Awards are designed to recognize outstanding achievements and innovation in the global brand licensing industry. They spotlight the power of brands to connect with consumers and further a company’s goals, celebrate how licensees develop and bring those products to market, and applaud how retailers highlight licenses on their shelves.

The winners were selected from 209 finalists in 32 categories. More than 800 submissions were received, narrowed down by an expert global judging panel of 200 judges from 20 countries.

A full list of UP&E’s awards is bulleted below.

• Best Live Action Brand: Wicked
• Best Toys, Games, Novelties, or Role Play Product (0-8): Despicable Me 4 Ultimate Fart Blaster by Moose Toys
• Best Toys, Games, Novelties, or Role Play (ages 8+) Product: LEGO Ideas JAWS set
• Best Health & Beauty Product: Wicked x Lush
• Best Advertising Campaign Featuring a Licensed Brand: Where’s Waldo x Etsy campaign