'New Moon' wins license of the year award

At Licensing International Expo in Las Vegas

NEW YORK -- Summit Entertainment's "The Twilight Saga: New Moon" won the license of the year award at the opening night ceremony at Licensing International Expo in Las Vegas late on Tuesday.

The International Licensing Industry Merchandisers' Association (LIMA) also honored "New Moon" as the best film, television, celebrity or entertainment program. Two other awards went to "New Moon" licensees, and Nordstrom won the best retailer award for its "New Moon" program.

In total, LIMA handed out 16 International Licensing Excellence Awards with honorees ranging from classic brands, such as Mattel's Barbie (best character/toy brand) and Hasbro's Scrabble (best licensed promotion in partnership with Subway, to first-time winners like Food Network (best corporate brand program).

Among other entertainment industry giants, ESPN won the best sports and sports-themed entertainment program honor, while video game maker Electronic Arts was named best sports entertainment licensee: for its FIFA soccer games.

Licensing folks also honored the lifetime achievements of industry pioneers Alan Hassenfeld and the late Stephen Hassenfeld of Hasbro who were inducted into the Licensing Industry Hall of Fame.

LIMA said they were "among the first to recognize the impact toys and games could have in telling a story."
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