Girl Scouts of the USA and The Wildflower Group Announce LIMA Licensing Excellence Award for Best Corporate Brand Program of the Year



Girl Scouts of the USA Press Room

NEW YORK (June 22, 2016)—Girl Scouts of the USA (GSUSA) and its licensing agency, The Wildflower Group, today announced that they have been honored by The International Licensing Industry Merchandisers' Association (LIMA) with a 2016 LIMA Licensing Excellence Award for Best Corporate Brand Program of the Year. GSUSA and the Wildflower Group received the honor during the 2016 LIMA Licensing Excellence Awards ceremony at the industry's primary annual event, the Licensing Expo, in Las Vegas on June 21.

"It is truly an honor to be recognized by LIMA and our licensing industry colleagues as the Best Corporate Brand Program of the Year," said Brian Crawford, chief licensing executive at GSUSA. "We've worked diligently throughout the past year to expand our licensing program and include many best-in-class manufacturers on top of the already robust lineup of companies to which we license our brand. Winning a LIMA Licensing Excellence Award truly demonstrates the impact of our work in promoting and protecting the Girl Scout brand and the millions of girls and volunteers who make up the Girl Scout Movement."

"The Girl Scout brand thrives, and is universally recognized, in large part thanks to the work of our licensing team, and the vital role they play connecting the ideals and values of our Movement to consumers across the United States," said Barry Horowitz, chief revenue officer at GSUSA. "As always, we would like to thank The Wildflower Group, and all of the companies with which we have licensing agreements, for working with us to expand public awareness of Girl Scouts. We are thrilled and honored to be recognized by LIMA for the work we do on behalf of Girl Scouts everywhere."

In 2015, Girl Scouts licensed their iconic brand to a broad range of products and companies, including: Yankee Candle®, Good Humor®, Bigelow Tea®, The Quaker Oats Company®, and Wicked Cool Toys®. Retail sales of licensed Girl Scout merchandise totaled over $225 million for the fiscal year. The portion of sales Girl Scouts receives as royalties goes to fund Girl Scout programming, including camps, financial literacy, STEM, and many others. Products could be found at Walmart, Target, major grocery chains and supermarkets, and specialty shops nationwide. Marketing efforts by the licensees, including PR, digital and print campaigns, a national TV commercial, signage, endcaps, and in-store displays, resulted in over 1 billion impressions. Girl Scouts recruitment was also promoted through messaging on packaging and marketing materials.  

"It is very gratifying that our team's hard work and dedication to the Girl Scouts of the USA brand has been recognized by LIMAand the overall licensing community," said Michael Carlisle, Principal, The Wildflower Group. "We are delighted to be working with Girl Scouts on their venerable brand and extending its footprint in new and exciting ways for consumers everywhere." 

In addition to its win for Best Corporate Brand Program of the Year, the Girl Scouts brand was also nominated best licensed product in the Toys/Games/Novelties/Role-Play category for the Wicked Cool Toys Girl Scouts® Cookie Oven, and nominated best licensed product in the Food/Beverage category for The Quaker Oats Company's Quaker® Chewy® Girl Scouts® Granola Bars.

The LIMA Licensing Excellence Award is the industry's most prestigious prize, and it serves as an opportunity for licensing professionals to honor the best and brightest in their field. LIMA members cast their votes online to decide winners in all categories.


We're Girl Scouts of the USA 
We're 2.7 million strong—1.9 million girls and 800,000 adults who believe girls can change the world. It began over 100 years ago with one woman, Girl Scouts' founder Juliette Gordon "Daisy" Low, who believed in the power of every girl. She organized the first Girl Scout troop on March 12, 1912, in Savannah, Georgia, and every year since, we've made her vision a reality, helping girls discover their strengths, passions, and talents. Today we continue the Girl Scout mission of building girls of courage, confidence, and character, who make the world a better place. We're the preeminent leadership development organization for girls. And with programs for girls from coast to coast and across the globe, Girl Scouts offers every girl a chance to do something amazing. To volunteer, reconnect, donate, or join, visit

About The Wildflower Group
The Wildflower Group (TWG) is an award-winning, full-service licensing agency delivering best-in-class product extensions for the brands it represents.  Formed in January 2001, TWG is headed by licensing industry veteran, Michael Carlisle, and provides comprehensive licensing services to both brand owners and manufacturers, including strategic planning, licensing sales and marketing, creative development, and legal and finance support. TWG's current client portfolio includes Girl Scouts of the USA, Rodale, The New York Times, Campari America, Rapala, Matthew Berry's Fantasy Life, and Bombay.