'Twilight' series wins big at Licensing International Expo 2010

'The Twilight Saga: New Moon' - Summit Ent.

The Twilight series won big at this year's Licensing International Expo, according to The Independent.
Not only did The Twilight Saga: New Moon win "Best Film, Television, Celebrity or Entertainment category for its movie board game and apparel/accessories" at the awards (which took place in Las Vegas, Nevada on Tuesday), but it also won "Overall Best License of the Year," and one of the most major retailers involved in providing Twilight series merchandise, Nordstrom, was given the "Best Retailer" award.
You might not have ever heard of these awards before, but the acclaim being given to the series here is legitimate.
New Moon was the subject of quite a lot of licensing and advertising pushes. Nordstrom, which housed an exclusive New Moon clothing and jewelry collection, was certainly an active part of that.
Some of the competitors in the event included Hasbro's Transformers, Sesame Street, and Dora the Explorer - all of which have their own reputation for merchandising. So, do you agree that New Moon is/was the overall best license for a company to pursue?