Born to License

The 4th of July is the most patriotic day on the American calendar. But behind the fireworks, the flags, and the hot dogs, there's a full-scale licensing program — official logos, vetted partners, and over 200 companies signed up to carry the mark.

In this episode, David Born breaks down the America 250 licensing program: what it is, who's running it (LA-based agency Global Icons), how brands get approved, and what this tells us about one of the most underrated corners of the licensing world — anniversary and commemorative licensing.

Plus, two industry stories you need to know about: Authentic Brands Group acquiring Care Bears IP in what David calls a live case study in evergreen IP as an asset class — and Comcast splitting off NBCUniversal into a standalone company, and what that means for the future of IP ownership in our industry.

If you've ever wondered how licensing shows up in places you'd never expect, this episode is a perfect example — from bourbon at the cookout, to cigars after dinner, to a five-gallon bucket at Home Depot.

Topics covered:

• What the America 250 Semiquincentennial actually is and why it matters commercially
• How the official licensing program works — and who's behind it
• The difference between commemorative (tentpole) licensing and evergreen licensing
• Care Bears acquired by ABG: what it says about classic character IP as an investment
• Comcast splitting off NBCUniversal — and the licensing implications

The 250th anniversary of the United States isn’t just a cultural milestone — it’s a case study in large-scale licensing execution.

🎙 Born to License – Hosted by David Born

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

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

📩 Contact: [email protected]

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A limited edition CamelBak x Crayola water bottle went viral on LinkedIn with 9.5 million views — and almost nobody mentioned the word licensing once.

In this episode, David breaks down how a product that launched quietly in November 2025 suddenly exploded seven months later, why the internet called it "brand collab genius" instead of what it actually was, and what that reveals about how the licensing industry tells (or fails to tell) its own story.

We also dig into what the Barbie movie phenomenon had in common with this crayon-shaped water bottle — and why moments like these keep happening without licensing ever getting the credit.

If you work in licensing, brand partnerships, or marketing, this one will make you think differently about how you explain what you do.

Topics covered:

• The CamelBak x Crayola viral moment — and what really made it work
• Why great licensed products can go viral years after launch
• The visibility gap: why licensing is invisible in mainstream conversations
• How the industry can do a better job of telling its own story

💡 Key Insight:

This product didn’t go viral because of a campaign.It sat quietly on Amazon for 7 months… until the right person shared it at the right moment.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

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🔹 Follow David on LinkedIn

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🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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Toy Story 5 is taking over - and this episode breaks down exactly why from a licensing perspective.

In this episode of Born to License, I’m coming to you from Los Angeles (new home!) after moving from Brazil - and diving straight into one of the biggest licensing moments of the year.

From airports to retail stores to immersive brand activations, Toy Story 5 is everywhere. I predicted earlier this year that it would be the biggest licensing hit of 2026… and now we’re seeing it play out in real time.

This episode is a bit different - I didn’t just analyze this trend… I lived it.

🔍 What You’ll Learn in This Episode

• Why Toy Story 5 is dominating licensing in 2026
• How major brands are activating partnerships (including real-world examples)
• What makes a franchise “unavoidable” at retail
• Lessons from immersive experiences like themed pop-ups
• How global markets (Brazil vs. USA) approach entertainment licensing
• Why timing, scale, and nostalgia still win in licensing

📍 Real-World Licensing in Action

I take you through my first day in LA, including a Toy Story-themed experience—from branded food partnerships to retail takeovers and experiential marketing.

This is what best-in-class licensing looks like when everything aligns:

 👉 Content

 👉 Retail

 👉 Partnerships

 👉 Fan engagement

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

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🔹 Follow David on LinkedIn

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🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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I’m moving to Los Angeles - and this isn’t a lifestyle decision. It’s a strategic one.

In this episode of Born to License, I break down why LA is the global center of the licensing industry, and why being physically close to the biggest IP owners in the world matters more than ever.

From Disney and Netflix to Warner Bros. and Mattel, the companies shaping global entertainment — and licensing — are all based in Los Angeles. And in today’s environment, being in the room is back.

But that’s just part of the episode.

We also dive into some of the biggest licensing stories happening right now — from the World Cup commercial machine to unexpected collaborations and the rise of social media-born IP.

🎯 In This Episode:

• Why I’m relocating from Brazil to Los Angeles
• Why LA is the center of global licensing & entertainment IP
• How in-person relationships are reshaping the industry
• The massive licensing opportunity behind the FIFA World Cup
• How brands like Amazon, Macy’s & Roblox are activating globally
• The rise of Duolingo as a licensing brand (and what it signals)
• Why Stranger Things is still winning at retail post-series
• My honest take on Scooby-Doo’s new live-action direction
• Why some reboots don’t translate into licensing success
• The surprising brilliance of Hello Kitty x Spam

💡 Key Takeaway: Licensing isn’t just about great IP — it’s about timing, proximity, and cultural relevance. And right now, Los Angeles sits at the center of it all.

🌎 Follow the Journey: I’ll be documenting the move to LA in real time — from industry meetings to behind-the-scenes moments.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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

In this episode of Born to License, we break down one of the biggest conversations in Hollywood right now — and why the licensing perspective tells a completely different story.

Two low-budget films created by YouTube-native directors have shocked the industry, outperforming expectations and even competing with major franchises like Star Wars at the box office.

But here’s the real question: 👉 Does box office success actually translate into licensing success?

🎬 In this episode, we cover:

• Why viral films and breakout hits don’t always become licensing giants
• The difference between audience hype and generational IP
• What makes brands like Star Wars and Toy Story dominate consumer products
• The hidden limitations of certain genres (like horror) in licensing
• How new IP like Backrooms could evolve into a licensing opportunity
• Amazon’s new AI-generated content strategy — and what it means for the future of IP
• Why Taylor Swift’s involvement in Toy Story 5 matters (even beyond the film)

🧠 Key Insight: Licensing isn’t just about how big a film is today — it’s about cultural longevity, emotional connection, and multi-generational relevance.

🚀 Also in this episode:

• Behind-the-scenes updates from the Born to License team
• A standout campaign with Sesame Street’s Count for digital safety
• New licensing launches with major brands like John Deere
• Real-world retail insights from inside Walmart (including a moment that got us kicked out…)

📈 If you're in licensing, brand building, or entertainment: This episode will change how you think about IP, content success, and long-term value.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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

What really happens at Licensing Expo?

After 13 years attending - and exhibiting for the first time - this is the honest breakdown of Licensing Expo 2026 in Las Vegas.

No highlight reel. Just real insights, real numbers, real costs - and what actually matters if you're in (or entering) the licensing industry.

This year’s event confirmed one thing: licensing is booming. With the industry now valued at $389.8 billion, the opportunity is massive - but so is the gap in understanding how it actually works.

🎯 In this episode, you’ll learn:

• The real numbers behind Licensing Expo 2026
• Why licensing is now a $400B global industry
• What first-time exhibitors reveal about the future of IP
• The true cost of exhibiting (and what people underestimate)
• ROI insights from exhibiting vs attending
• Why many people still don’t understand licensing fundamentals
• The rise of new brands, AI tools, and faster IP creation
• Key trends: fandom, food brands, sports licensing & global growth
• Why physical products and “offline play” are making a comeback

💡 The big takeaway:

The licensing industry is growing fast—but knowledge, relationships, and execution are still what separate success from noise.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

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🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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

What really happens at Licensing Expo?

In this episode of Born to License, David Born shares a behind-the-scenes look at Licensing Expo 2026 in Las Vegas - from speaking about AI in licensing, to insights from his team on the ground, to conversations with exhibitors building the next wave of IP.

This isn’t just a highlight reel. It’s a real-time look at where the licensing industry is heading.

🎙️ In This Episode:

• David’s talk on AI in the licensing industry
• Why trust and relationships still matter more than ever
• How AI is already being used across licensing workflows
• Key risks of AI (including confidentiality & entry-level roles)
• Insights from the Born team live on the show floor
• Conversations with first-time exhibitors & global IP owners
• What it’s actually like to exhibit at Licensing Expo

🧠 Key Takeaways on AI & Licensing:

• AI can increase efficiency across the licensing lifecycle
• It helps with IP discovery, content, and productivity
• But it cannot replace relationships or deal-making
• The industry must protect entry-level opportunities
• Confidentiality is critical when using AI tools

🌍 About Licensing Expo:

Licensing Expo is the world’s largest event for the brand licensing industry, bringing together:

• Global licensors & licensees
• Retailers, manufacturers & agents
• The biggest brands in entertainment, lifestyle & more

It’s where deals are made—and where the future of licensing takes shape.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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

The biggest week in licensing is here.

In this special episode of Born to License, we’re on the ground in Los Angeles just days before Licensing Expo 2026 — and for the first time ever, the entire Born team is together.

Before the show floor opens, David sits down with the team to answer three key questions:

 👉 What IP will dominate the show?

 👉 What advice would you give first-time attendees?

 👉 What are you most excited about this year?

🔥 What You’ll Learn in This Episode

• The most talked-about IPs heading into Licensing Expo 2026
• Why K-Pop Demon Hunters, Shrek, Bluey, and Pokémon are dominating conversations
• Insider tips for first-time attendees (that most people miss)
• How to prepare, network, and make the most of the event
• What really matters beyond the meetings and show floor

🎯 Top Licensing Expo 2026 Predictions

The Born team shares their insights on what will shape the show, including:

• The rise of new breakout IP
• Major upcoming tentpoles like Shrek 5 and Toy Story
• The long-term impact of future-facing planning (2028–2029)
• How global trends like Olympics 2028 influence licensing

💡 Advice for First-Time Attendees

If you're attending Licensing Expo for the first time, this episode is packed with practical advice:

• Plan your schedule well in advance
• Be open to unexpected networking opportunities
• Don’t miss panels, activations, and experiences
• Wear comfortable shoes (seriously)
• Talk to everyone — your next deal could be anywhere

🚀 From the Host: What to Expect This Year

David shares his own perspective:

• Why K-Pop Demon Hunters is the IP to watch
• Where to focus if your meetings are already locked
• How to get value from networking spaces and panels
• His session at Licensing Expo (AI in licensing)

📍 Catch David live:

 “Brand Licensing Meets AI: The Fundamentals You Need to Know”

 🗓️ Wednesday | 3PM | Networking Hub

📍 Meet Us at Licensing Expo

For the first time ever, Born to License has its own booth!

📍 Booth: T236

 🎙️ Come say hello — you might even be featured on the podcast

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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

What is Licensing Expo really like?

In this episode of Born to License, David takes you inside Licensing Expo Las Vegas - the biggest and most important event in the global licensing industry.

From his very first visit in 2013 with Warner Bros. to now exhibiting with his own team, this episode is a behind-the-scenes look at how the licensing world comes together to create partnerships, deals, and billion-dollar brands.

🎢 What You’ll Learn in This Episode

• What Licensing Expo is and why it matters
• How major brands like Disney, Netflix, and Mattel operate at the event
• What happens behind closed doors in licensing summits
• How deals are made in fast-paced 30-minute meetings
• Why Licensing Expo is the most exciting trade show in the world
• The journey from attendee to exhibitor

🌍 Inside Licensing Expo

Licensing Expo brings together over 12,000 professionals from 70+ countries, including:

• Licensors
• Retailers
• Manufacturers
• Agents & agencies
• Global entertainment brands

It’s where the future of licensing is revealed — from upcoming films and franchises to major brand collaborations.

🎤 A Personal Journey

David shares his personal story:

• His first trip to Las Vegas and Licensing Expo
• Working with Warner Bros. Consumer Products
• Building his own licensing agency
• Bringing a team of 13 to the event
• Exhibiting for the very first time

🎬 Beyond the Show Floor

Licensing Expo isn’t just business — it’s an experience:

• Iconic Las Vegas shows and performances
• Industry awards (the “Oscars of licensing”)
• Team traditions and celebrations
• The energy of one of the most unique cities in the world

🚀 Join Us at Licensing Expo

We’ll be recording live from the show floor this year.

📍 Booth: T236

 📩 Want to be on the podcast? Email: [email protected]

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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

How did Star Wars become one of the most powerful licensing machines in history?

On Star Wars Day, we’re breaking down the origin story of modern licensing — and how a single deal in 1977 changed the industry forever.

From a bold negotiation by George Lucas to billions in merchandise sales, this episode explores how Star Wars became a $30B+ licensing empire.

🚀 What You’ll Learn in This Episode

🎬 The Deal That Changed Everything

• Why George Lucas took a pay cut for merchandising rights
• How that decision reshaped the licensing industry
• The real value of owning IP

🧸 The Toy Boom That Shocked the Industry

• How Kenner turned Star Wars into a retail phenomenon
• The famous “empty box” Christmas strategy
• $100M in sales from a $100K deal

💼 Owning the Rights = Owning the Future

• How Lucas regained full merchandising control
• Building an empire through Lucasfilm
• Why merchandise outperformed the films

💰 The Disney Acquisition

• The $4.05B deal that changed entertainment
• Why Star Wars remains one of the most valuable IPs ever

🌍 Evergreen Licensing in Action

• Why kids love Star Wars without watching the films
• How characters like Grogu drive product demand
• What “cultural IP” really looks like

🛍️ Real-World Licensing Example

• How Hippo Blu brought Star Wars into personalized products
• From kids’ backpacks to adult collectibles
• A masterclass in understanding your audience

📺 Iconic Brand Collaboration

• The legendary Volkswagen Super Bowl ad
• How Star Wars helped create one of the most viral ads ever
• Why great licensing extends beyond products

🧠 Key Licensing Insight

The most powerful IP doesn’t live on screen — it lives in culture.

Star Wars isn’t just a film franchise. It’s a brand that exists across:

• Retail
• Content
• Experiences
• Everyday life

That’s what makes it one of the greatest licensing success stories of all time.

🎯 Who This Is For

• Licensing professionals & brand managers
• IP owners & entertainment executives
• Retail & consumer product teams
• Anyone interested in brand strategy, merchandising, and licensing

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Check out thedavidborn.com

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

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

📩 Contact: [email protected]

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