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Asia's Best Brand Builders and Licensing Superstars Achieve Recognition at the 3rd Premier Asian Licensing Awards

(HONG KONG) - Asia's licensing superstars took home high-profile Awards last night as Mr. Joseph Wong, HKSAR Government's Secretary for Commerce, Industry & Technology and Mr. Leo Ku, Hong Kong pop-sensation with his own character creation 'Kubi' presented trophies at the 3rd Premier Asian Licensing Awards.

Co-organised by the Hong Kong Trade Development Council (HKTDC) and the New York-based International Licensing Industry Merchandisers' Association (LIMA), the 3rd Premier Asia Licensing Awards took place on July 5th 2006 with an official Gala Dinner, held at the Hong Kong Convention & Exhibition Centre. As the main attraction of the 2006 Hong Kong Licensing Show, the Awards have become an established event to recognise Asia's most capable and successful licensing professionals.

192 promising nominees across six categories were in the running to take home this year's Awards, judged by an invited audience of regional industry players and Show participants. The winners of the 3rd Premier Asian Licensing Awards were:

Best License (Entertainment) Winning License: Disney Princess Collection
Licensor: The Walt Disney Company Limited
Best License (Non-entertainment) Winning License: Hallmark Design Collection
Licensor: Hallmark Cards, Inc.
Best Licensee Winning Licensee: Sony Ericsson Mobile Communications International AB
Licensed Property: Star Wars Episode III: Revenge of the Sith
Best Licensing Agency
(IT'S A TIE!)
Winning Agency #1: Animation International Limited
Represented Property: Doraemon
Winning Agency #1A: Regent Lane Ltd.
Represented Property: Mucmug & Friends
Best New Property Winning License: Madagascar
Licensor: DreamWorks LLC
Best Marketing Campaign in Hong Kong Winning Campaign: 'Summer Desset Collection' - Hello Kitty and others
Winning Company: DDB Hong Kong - McDonald's Restaurant

Helping to present the Awards that were given in recognition of the outstanding achievements and creativity of key licensing players throughout Asia was LIMA's President, Mr. Charles Riotto. Enthusiastic about the caliber and importance of this event, Mr. Riotto said, "The Premier Asian Licensing Awards is an excellent vehicle to showcase those licensing professionals and licensees that have achieved the best possible results for the licensors they represent. And from LIMA's standpoint, it is also an effective event to provide information and educate businesses in this region on the concept of licensing as an effective marketing strategy."

"As China has now become the second largest licensing market in Asia with enormous growth potential, foreign property owners are going to be seeking the expertise of local professionals who they know they can trust and have proved success - such as these Award nominees and winners," Mr. Riotto continued.

Winner of Best License for Entertainment, Disney's Mr. Ken Chaplin, Vice-President APAC, Emerging Markets, Retail Sales & Marketing, the Walt Disney Company (Shanghai) Ltd remarked on the success of this licensing achievement. "The Walt Disney Company is extremely honored and proud to receive this recognition. This award further strengthens and supports Disney brand equity with our consumer products and reinforces our franchise management approach. Moiselle is a key licensee for the Princess property and they have done a marvelous job in taking this classical character, and with Disney's creative direction, have produced an exceptional high fashion adult collection to market."

Applications for the 4th Premier Asian Licensing Awards will be welcomed in late 2006. To learn more about the 3rd Premier Asian Licensing Awards, please visit: http://hklicensingshow.com/award

For media enquiries, please contact Ms. Rochelle Lewis, Assistant Marketing Communications Manager, Service Promotion, Hong Kong Trade Development Council on Tel: (852) 2584 4403 or e-mail: rochelle.lewis@tdc.org.hk

Winning License: Disney Princess Collection
Licensor: The Walt Disney Company Limited
Winning License: Hallmark Design Collection
Licensor: Hallmark Cards, Inc.
Winning Licensee: Sony Ericsson Mobile Communications International AB
Licensed Property: Star Wars Episode III: Revenge of the Sith
Winning Agency #1: Animation International Limited
Represented Property: Doraemon
Winning Agency #1A: Regent Lane Ltd.
Represented Property: Mucmug & Friends
Winning License: Madagascar
Licensor: DreamWorks LLC
Winning Campaign: 'Summer Desset Collection' - Hello Kitty and others
Winning Company: DDB Hong Kong - McDonald's Restaurant

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Content provided by Hong Kong Trade Development Council