The Licensing Challenge will be moderated by Tony Lisanti, global editorial director of License! Global. This year's judges for the event are:

• Patricia de Wilde, director of licensing, Marathon Media

• Holly Stein, vice president of licensing acquisitions, Mattel

• Jennifer Lawlor, vice president of emerging markets and business development, Nickelodeon Consumer Products

• Maura Regan, senior vice president and general manager of global consumer products, Sesame Workshop

• Mary Carmen Rotter, director of consumer products, Televisa International

• Sandra Sheppard, director and executive producer of children's and educational programming, PBS Thirteen/WNET New York

The international jury will select a winner during a live pitch session from six finalists on Oct. 2. Last year's competition had nearly 100 entries. Selection criteria will be based on uniqueness and overall appeal of the property (innovation, character development, etc.); the look, story and themes of the show; distribution and/or broadcast plans; clear potential for licensing and franchise potential; relevance and appeal of property with identified audience target; and merchandising potential.

The winner will be offered advice on how to expand and develop the property. The Hive, a 2009 finalist, was recently picked up for broadcast on Playhouse Disney across 150 territories. The new CGI-preschool animation series comes from U.K. production company The Hive Enterprises and its distributor Bejuba.

For more information on Licensing Challenge 2010 and to enter a submission, click here. Closing date for entries is Sept. 1.