When most people think of licensing, they picture products on store shelves - t-shirts, toys, and collectibles. But some of the most powerful licensing opportunities don’t involve physical products at all.

In this episode of Born to License, I take you inside the world of non-traditional licensing - where brands extend into advertising campaigns, theme parks, live events, and digital experiences. I’ll share the story of a creative collaboration between the Powerpuff Girls and Volkswagen, and how licensing outside of retail can drive massive brand engagement.

We’ll cover:

• Why licensing isn’t just about merchandise

• How advertising, theme parks, and live events keep brands alive

• The power of emotional storytelling in licensing deals

• Why a strong licensing strategy is about more than products—it’s about brand expansion

If you’ve ever wondered how your favorite characters end up in unexpected places, this episode pulls back the curtain.

🎧 Listen now on your favorite podcast platform—and stay curious, because licensing is everywhere.

🎙 Born to License – Hosted by David Born

🔹 Learn More about Born to License

🔹 Follow David on LinkedIn

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

🎧 Subscribe & Follow for new episodes on licensing and the business of IP!

Signing a licensing deal is only the beginning. What happens next is the intricate and high-stakes journey of product development - where even the smallest details matter.

In this episode of Born to License, I take you inside the process of how licensed products are actually brought to life, based on my time working with brands like Ben 10 and the Powerpuff Girls at Cartoon Network. From concept sketches to packaging approvals, I walk you through the many stages a product must go through before it ever hits the shelves.

We’ll cover:

• Why product development is where most licensing mistakes happen

• How licensors protect their brand at every stage

• Why even small details (like color shades and fonts) can make or break a product

• The collaborative, often intense revision process behind the scenes

If you’ve ever wondered why licensing is about far more than just signing contracts, this episode gives you a behind-the-scenes look at what it really takes to launch a licensed product the right way.

🎧 Listen now on Apple Podcasts, Spotify, Amazon Music, or your favorite platform.

🎙 Born to License – Hosted by David Born

🔹 Learn More about Born to License

🔹 Follow David on LinkedIn

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

🎧 Subscribe & Follow for new episodes on licensing and the business of IP!

When you think of licensing, it’s easy to focus on the end product—the t-shirts, toys, or snacks on shelves. But behind every licensed product is a licensor making strategic decisions about what deals move forward… and which ones don’t.

In this episode of Born to License, I take you inside my experience as a licensor at Warner Bros., where I reviewed a raft of licensing proposals - from sparkling water with Looney Tunes branding to puffy dogs featuring Scooby-Doo. You’ll hear how licensors assess brand fit, retail readiness, and long-term value before saying yes to a deal.

We’ll cover:

• Why a great idea isn’t enough to get a deal over the line

• The importance of infrastructure, manufacturing, and distribution

• Why licensors often say no - even to good ideas

• What makes the best licensing partnerships feel effortless

If you’re a brand looking to license IP, or a business wanting to partner with a major licensor, this episode offers a behind-the-scenes look at what licensors are really thinking.

And if you have a question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to hello@borntolicense.com, and I’ll do my best to include it in the show.

🎙 Born to License – Hosted by David Born

🔹 Learn More about Born to License

🔹 Follow David on LinkedIn

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

🎧 Subscribe & Follow for new episodes on licensing and the business of IP!