MUMBAI: Yedaz – Bollywood Madness, Shemaroo Entertainment’s licensing & merchandising brand, has been officially nominated at the LIMA - International Licensing Awards 2019 under the ‘Entertainment/Character Live Action’ category. Considered as the most prestigious and globally-recognized honour in the licensing industry, Yedaz inclusion substantiates its unique, quirky and high-quality Bollywood merchandise.

With 622 submissions from 19 countries judged by a panel of 150 executives from 18 different countries, Yedaz is the only Indian brand to be nominated for showcasing creativity and innovation in the licensing industry. Yedaz by Shemaroo has been nominated alongside properties such as Harry Potter by Warner Bros., Jurassic World by Universal Brand Development, Shark Week by Discovery Inc., JoJoSiwa by Nickelodeon and Mr. Rogers & Neighbourhood by Rogers & Brand Central.

Expressing her excitement on the nomination, Ms. Smita Maroo, Sr. VP – Licensing & Merchandising, Shemaroo Entertainment, commented, “This is a great achievement for the entire Indian licensing and merchandising industry, especially for a new category like Bollywood. We have been working diligently towards building an ecosystem for Bollywood licensing and merchandising in India as well as globally and the nomination at International Licensing Awards 2019 is a recognition of all the hard-work and efforts we have put in.”

Commenting on this nomination, Mr. Jiggy George, India Head, International Licensing Industry Merchandisers Association (LIMA) said, “We are really happy that a company from India has been nominated in the consideration set of global players for the award and wishing Shemaroo the very best. We are also counting on more Indian companies and their campaigns making it to the global stage in the years to come.”

The winners will be honoured at a special awards ceremony to be held in Las Vegas during Licensing Expo on Tuesday, June 4, 2019.