Licensing industry worth 356 billion globally. 13.4 billion in Australia ( 2023)
Sales continue to grow at 4.59% annually versus non-licensed sales at 3.7%
There is no formal education for people entering the industry in either Australia or overseas.
Melbourne, 18 November 2025
The Licensing International ANZ Awards returned to Crown Melbourne on 11 November for a sold-out celebration of the very best in brand licensing, bringing the industry together in person for the first time in around five years.
In a night full of reunions, laughter and big emotions, the loudest applause was reserved for two industry icons as Paul Cannon, CEO of Caprice, and Alan Schauder, Managing Director of Merchantwise, were inducted into the Licensing International ANZ Hall of Fame.
Both men received standing ovations as they came to the stage to accept their honours.
Alan reflected on how far the business has come, sharing that it was a long way from the kitchen table where he started Merchantwise more than twenty-five years ago, building it into one of the region’s most respected full service licensing and marketing agencies.
Paul spoke with deep gratitude about the early encouragement he received from his father, who opened the door to the family business and mentored him into the industry, setting him on a path that has shaped the licensing landscape across ANZ.
“The pent-up demand for this event was high, with over 120 submissions being received in a short four-week period. The international judges commented on the amazing calibre of the submissions, making it hard to decide.” Says Lisa Sweeney, MD, Licensing International ANZ.
2025 Licensing International ANZ Awards Winners
Best Softlines Product
The White Lotus Camilla Collection
Best Children’s Brand
BBC Studios, Bluey
Best Corporate, Food & Beverage Brand
Perfetti Van Melle, Chups Chups
Best FMCG Product & Promotion
Warner Bros Discovery, Batman Uber
Best Hardlines Product
Mattel, Jurassic World: Rebirth Range
Best Live Experiences & Events
Harry Potter, A Forbidden Forest Experience
Best Retail Marketing Campaign
Wicked
Best Retailer
EB Games & Zing Pop Culture
Best Sports, Fashion, Celebrity & Lifestyle Brand
Australian Olympic Committee
Best Teen and Adult Brand
Peanuts Worldwide
Hall of Fame
Paul Cannon
Alan Schauder
The winners were selected from a strong field of finalists representing the depth and diversity of the ANZ licensing market, from global entertainment and gaming franchises to fashion, sport, food, retail and live experiences.
The return of the Licensing International ANZ Awards marks an important milestone for the local industry, with brand owners, agents, retailers, licensees and partners all taking the opportunity to reconnect in person, celebrate collaboration and recognise the commercial and creative impact of licensing across Australia and New Zealand.
“ANZ continues to punch above its weight with major global licensing collaborations like the Award winning Camilla and White Lotus products”, says Lisa Sweeney
For more information, contact
Lisa Sweeney
MD ANZ Licensing International
+61409441816
About us:
About Licensing International
Licensing International has been at the centre of the multi-billion-dollar worldwide brand licensing industry for more than 35 years, helping companies profitably grow their businesses through an unparalleled network of information and membership.
Smart licensing is the fastest and most profitable way to grow a business and maximize brand value in any industry. That is why, every day, Licensing International works to foster the growth and expansion of licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large.
Business in Heels will be delivering the event on behalf of Licensing International
Contact details:
Lisa Sweeney
MD Licensing International
Mob 0409441816
