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!

Licensing Expo is the biggest event in the global licensing calendar - an unmissable opportunity for brands, licensees, and retailers to connect, discover new IP, and strike game-changing deals.

In this special bonus episode of Born to License, I’m pressing pause on Season 1 to bring you everything you need to know about Licensing Expo 2025. Whether you’re attending for the first time or returning for your tenth, this episode will help you make the most of your time in Vegas.

I’m joined by Anna Clarke, SVP of the Global Licensing Group at Informa Markets, who shares what to expect this year and how to prepare. I also speak with Alyssa Clark, our Product Development Coordinator at Born to License, who is attending for the very first time and shares how she’s getting ready.

We’ll cover:

• What Licensing Expo is and why it’s so important

• How to navigate the show like a pro

• What first-time attendees should (and shouldn’t) do

• My personal top 5 tips from over a decade of attending

🎟️ Whether you’ve registered already or are still on the fence, this episode will leave you informed, inspired, and ready to make Licensing Expo 2025 your best event yet.

🎙 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!

By the time I reached my fourth year in licensing, I thought I had a pretty good handle on the industry. I had worked with major entertainment brands - Looney Tunes, Scooby-Doo, The Simpsons. But everything changed in 2013, when I walked into my first Licensing Expo in Las Vegas.

In this episode of Born to License, I take you back to that game-changing moment. I had only seen a small piece of the licensing puzzle - until I found myself surrounded by brands I never imagined were part of this world. From fashion and luxury to food, beverages, and even museums, that week in Vegas opened my eyes to just how massive and diverse the licensing industry really is.

We’ll cover:

• The wide world of licensing - beyond characters and entertainment

• Why Licensing Expo is the heartbeat of the industry

• How unexpected brands (like Reese’s, Lamborghini, and the Smithsonian) use licensing to expand their reach

• What I learned about brand storytelling, equity, and global opportunity

If you’ve ever thought licensing was just about cartoons and blockbuster movies - this episode will change your mind.

And if you have a burning 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!

Licensing isn’t just about creativity—it’s about negotiation. And when I sat down for my first-ever licensing negotiation, I quickly learned that getting a deal across the line requires more than just knowing the numbers.

In this episode of Born to License, I take you back to 2009, where I found myself in a Melbourne café, sitting across from the brand manager of a yogurt company, leading my first licensing negotiation for a Sesame Street deal. It was a crash course in royalty rates, minimum guarantees, deal memos, and the art of finding common ground.

We’ll cover:

• The deal memo – Why it’s the foundation of every licensing agreement

• Sales projections & financial commitments – How minimum guarantees are determined

• Industry royalty benchmarks – Why rates differ across product categories

• The power of collaboration – How trust and flexibility create successful deals

Negotiation isn’t just about winning—it’s about building partnerships that work for both sides. If you’ve ever wondered how licensing deals actually get made, this episode takes you inside the process.

And if you have a burning 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.

Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast 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 I started in licensing back in 2007, I quickly realized that explaining what licensing is depends entirely on who you’re talking to. In my last episode, I broke it down for my mum, focusing on characters, stories, and why licensing is everywhere.

This time, I take you back to a different conversation - this one with my dad. He wasn’t interested in the fun or creativity of licensing. He wanted to know how the deals actually work.

Sitting on the couch watching an Australian Rules Football match, we dove into the mechanics of licensing. What do brands like Disney charge to use Mickey Mouse? What happens if the product doesn’t sell? How do these deals even start?

In this episode, I explain the nuts and bolts of licensing, covering:

• Royalty rates and minimum guarantees—how licensors make money

• Deal memos and contracts—why they matter in every agreement

• Style guides and approvals—how brands protect their identity

• The real value of licensing—why companies are willing to pay for IP

If you’re curious about the business side of licensing, this episode is for you.

And if you have a burning 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.

🎧 Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast 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 I landed my first job in licensing back in 2007, I had no idea I was stepping into a $350 billion industry that most people don’t even know exists. But my first challenge wasn’t negotiating deals or managing brands—it was explaining to my Mum what on earth licensing actually is.

In this episode, I take you back to that moment, sitting in my family home in Australia, trying to break down the licensing industry in the simplest terms. What is licensing? Why do brands pay to use characters like Mickey Mouse or SpongeBob SquarePants? And why is licensing the hidden force behind so many of the products we use every day?

Whether you’re brand new to licensing or just want a fun, behind-the-scenes look at how it all works, this episode is the perfect place to start.

And if you have a burning 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.

🎧 Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast 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!