From the Frida Baby packaging crisis to the billion-dollar business of brand licensing this episode covers it all. We brought on Steve Starobinsky, Head of Partnerships at Pudgy Penguins and 25-year licensing veteran, to break down how licensing deals actually work: the royalties, the minimum guarantees, the 18-month calendars, and why most brands get into it too early. Plus, the Eileen Gu debate, when brand humor crosses the line, and why "sales is a contact sport."

0:00 - Intro

0:18 - Frida Baby controversy

7:00 - Edgy copy gone wrong

10:35 - Werner Herzog on rumors

16:00 - Eileen Gu debate

20:00 - Meet Steve Starobinski

22:30 - Licensing 101

30:30 - Licensing vs. collabs

35:50 - Pitching IP holders

41:00 - Best value in licensing

44:30 - Biggest licensing mistakes

47:00 - Licensing Expo in Vegas

49:45 - Where to find Steve

As always, thanks for watching. Let us know your feedback in the comments.

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