In 1969, the conference became known as the Children's Book Festival and included an event that became an honored tradition – presentation of The University of Southern Mississippi Medallion, an award for distinguished service in the field of children’s literature. A committee of professionals associated with children’s literature selects the recipient each year. Unique among literary prizes, the medallion is awarded for an individual's total body of work, rather than for one particular work, and each medallion is different. Cast in silver for the recipient and for permanent display in the de Grummond Collection, in bronze for sale to the public, a profile of the honoree is engraved on the face, or obverse, of the medallion, and an illustration from the honoree's work is engraved on the reverse side. Since the first award to author Lois Lenski at the Second Annual Children’s Book Festival, the Southern Miss Medallion has been presented to an outstanding array of children’s authors and illustrators.