Born to License

What happened in licensing this week? Here are 5 major moves you need to know.

Fresh back from trekking to the base camp of Mount Everest in Nepal, David breaks down the biggest licensing news, brand partnerships, and IP strategies shaping 2026.

From global entertainment giants to fast-moving consumer brands, this episode covers the latest trends in licensing, merchandising, and brand collaborations — and what they mean for businesses, marketers, and IP owners.

🚀 Key Licensing Stories Covered

🧱 LEGO x Shrek

• First-ever LEGO Shrek sets after 25 years
• How evergreen IP creates long-term licensing value
• Why timing matters (anniversaries + upcoming releases)

💼 Warner Bros. Discovery x Paramount

• The $111B merger reshaping the licensing landscape
• What IP consolidation means for licensees
• Why relationships are more important than ever

☕ Starbucks x The Devil Wears Prada 2

• Turning cultural moments into brand partnerships
• Why the best licensing collaborations feel authentic
• Activating 20+ years of brand association

📺 Netflix x Stranger Things

• Extending IP beyond the end of a series
• New formats, new audiences, new product lines
• How to maximize long-term franchise value

🎨 Peppa Pig x Canva

• Meeting audiences where they already are
• Leveraging built-in demand (1.4M+ searches)
• Why this is a “dream” licensing partnership

🧠 Key Licensing Insight

The future of licensing is omnipresence.

The strongest brands and IPs are no longer limited to one channel — they’re showing up across retail, digital platforms, experiences, and global partnerships.

🎯 Who This Is For

• Licensing professionals & brand managers
• Retail & product teams
• Marketing and partnerships leaders
• Anyone interested in IP, brand strategy, and consumer products

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

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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]

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

No new episode this week… but for a good reason.

Right now, David is in Nepal, trekking to the base camp of Mount Everest — an adventure that’s been a long time in the making.

So while there’s no full episode of Born to License this week, this is the perfect time to catch up on everything you might have missed.

🎧 What to explore:

🚀 Conversations with industry experts

• Licensors, licensees, and agents
• Licensing lawyers and thought leaders
• Behind-the-scenes insights from the Born team

📈 Deep dives into major topics

• The Warner Bros. Discovery story and what it means for licensing
• The licensing strategy behind The Super Mario Bros. Movie
• Trends shaping the future of IP and brand partnerships

💡 Practical insights you can apply

• How licensing works in the real world
• What makes partnerships succeed
• Lessons from real case studies

We’ll be back next week with a brand new episode.

In the meantime, this is your chance to dive into the archive and level up your understanding of 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

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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!

Everyone wants to license with the biggest brands in the world… but that’s exactly where most people go wrong.

In this episode of Born to License, David shares a powerful snippet from his conversation on the It’s No Fluke podcast with Jeff Barrett — breaking down the smart way to get started in licensing.

Because while brands like Disney or Bluey are incredibly appealing, they’re also the hardest to access — especially if you’re new to licensing.

Instead, the real opportunity lies in building momentum step by step.

In this episode:

🚀 Why you shouldn’t start with the biggest licenses

• The reality of working with top-tier brands
• Why new licensees often get rejected
• Thinking long-term (3–4 year strategy)

🎯 The smarter way to enter licensing

• Starting with “hungry” brands open to new partners
• Building credibility before going after A-list IP
• Creating a clear pathway to bigger deals

📈 Real case study: from first deal to major success

• Working with Care Bears (via CloudCo) as a first خطوة
• Scaling into a major opportunity with Wicked
• How collectability doubled customer spend

💡 Key insight: licensing is a journey

• Why momentum matters more than starting big
• How smart brand selection drives long-term success
• Turning one deal into many

The key takeaway: Don’t start at the top — build your way there.

The most successful licensing strategies aren’t built on one big deal… they’re built on smart, strategic progression.

🎙 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]

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

What does it really take to prepare for the biggest event in the licensing industry?

In this episode of Born to License, David shares a behind-the-scenes look at gearing up for Licensing Expo in Las Vegas — and why this year is different.

After more than a decade attending, the Born team is stepping onto the show floor as an exhibitor for the very first time. From booth design and team logistics to back-to-back meetings and live podcast recordings, this episode breaks down what actually goes into showing up at Expo the right way.

But before that, a personal twist: after six months of marathon training, an unexpected injury changes everything — opening the door to a completely different challenge: a trek to Everest Base Camp.

In this episode:

🏃‍♂️ From marathon to mountain

• The reality of long-term preparation and setbacks
• Why a cancelled race led to a new adventure
• Everest Base Camp: the next big challenge

🎯 Licensing Expo: behind the scenes

• What changes when you go from attendee to exhibitor
• The complexity of building a booth
• Why preparation is everything

🤝 What really happens at Expo

• Hundreds of meetings, events, and opportunities
• Why schedules fill up faster than you think
• The importance of planning ahead

🎙 What’s new this year

• Live Born to License podcast recordings from the show floor
• Speaking on AI and licensing
• The Born Summit in LA bringing the global team together

🎬 A quick take on original IP & licensing

• Why films like Project Hail Mary face challenges in licensing
• The risk vs reward of backing new IP
• Why the industry still leans toward established franchises

The key takeaway: Licensing Expo isn’t just an event — it’s a moment.

And like marathon training, the results you get come down to how well you prepare.

🎙 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 if the real marketing for a blockbuster film isn’t ads… but products?

In this episode of Born to License, David breaks down the Super Mario Galaxy licensing rollout — and why it’s one of the most impressive examples of licensing as a marketing engine.

From toys and food partnerships to theatrical collectibles and global promotions, this is a full-scale, multi-category licensing strategy designed to do two things at once: sell products and sell movie tickets.

And the key insight?

 Super Mario doesn’t need a movie to succeed — but the movie gives the entire licensing ecosystem a moment to explode.

In this episode:

🎯 Licensing as marketing

• Why licensed products aren’t just revenue — they drive awareness
• How retail visibility turns into box office success
• Why films create a “permission moment” for brands and retailers

🧸 The toy strategy breakdown

• JAKKS Pacific as master toy partner
• Why timing (6 weeks before release) matters
• The importance of proven retail performance

👶 Long-term brand building

• Fisher-Price Little People introducing Mario to new generations
• Why this is “long game” licensing at its best

🍔 Massive promotional partnerships

• McDonald’s global Happy Meal rollout
• General Mills activating across 100+ products
• PepsiCo’s Bubly campaign with collectible mechanics
• How food licensing creates real consumer interaction

🌍 A truly global campaign

• Regional activations from Brazil to Japan
• Why global scale is critical for modern IP

🍿 The rise of theatrical collectibles

• The record-breaking Super Mario popcorn bucket
• Why collectibles have become a marketing channel
• How products generate organic social media buzz

The key takeaway:

Great licensing doesn’t just support a film — it amplifies it.

Super Mario is a perfect example of how an evergreen brand can use a theatrical release to concentrate attention, activate partners, and dominate culture across every touchpoint.

If you work in licensing, retail, marketing, or brand strategy, this episode is a masterclass in how to do it right.

🎙 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!

How do you build a brand that people don’t just buy… but obsess over?

In this episode of Born to License, David sits down with Davie Fogarty, Founder of The Oodie - one of the fastest-growing consumer brands to come out of Australia in recent years.

From a simple product idea to a global phenomenon, The Oodie has built a loyal fanbase, dominated social media, and expanded into multiple markets - all without relying on traditional licensing strategies.

But what happens next?

In this episode:

🚀 The Oodie growth story

• How a simple idea became a global brand
• The role of performance marketing and social media
• Building a product people genuinely love

🧠 Brand building vs licensing

• Why The Oodie succeeded without licensed IP
• When licensing could become a growth lever
• The opportunities (and risks) of expanding into collaborations

📈 Scaling a modern consumer brand

• Product expansion and category growth
• What it takes to maintain momentum
• Lessons for founders, marketers, and brand builders

🎯 What’s next for The Oodie

• Future growth opportunities
• The potential role of partnerships and licensing
• How the brand can evolve beyond its core product

This episode is a must-watch for anyone interested in brand building, e-commerce, licensing, and consumer products.

🎙 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!

Why do some ads become unforgettable… while others disappear instantly?

In this episode of Born to License, David breaks down one of the most powerful tools in modern advertising: licensed characters.

Using the latest Twix campaign as a starting point, this episode explores why brands are increasingly turning to iconic characters — from Rick and Morty to Wallace and Gromit — to create instant recognition, emotional connection, and cultural impact.

Because when you use a character people already love, you’re not starting from zero — you’re tapping into decades of built-in awareness.

In this episode:

🎯 Why licensed characters work so well in advertising

• Instant recognition and emotional connection
• Borrowing decades of audience familiarity
• Why brands don’t need to “build” awareness from scratch

🔥 Real campaign case studies

• Twix’s “iconic duos” campaign
• Buddy the Elf and the UK’s #1 ad of 2022
• He-Man & Skeletor going viral for MoneySuperMarket
• Direct Line’s use of Transformers, RoboCop & Ninja Turtles
• Sainsbury’s and The BFG as a long-term brand asset

📈 What the data proves

• Higher brand recall and emotional engagement
• Massive increases in social reach and cultural conversation
• Measurable impact on sales and market share

🧠 The key takeaway

 It’s not about choosing the biggest character —

 it’s about choosing the right one.

When licensing is done right, it’s not just a creative add-on.

 It becomes the engine behind the entire campaign.

If you work in marketing, licensing, brand strategy, or advertising, this episode will change how you think about using IP.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

🔹 Learn More about Born to License

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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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How does a brand like The Oodie go from a simple product to a global success story - and what role does licensing play in that journey?

In this episode of Born to License, we sit down with Rebecca Palmer to explore how The Oodie built a powerful brand through product, positioning, and smart growth decisions - and how licensing can become a key lever for scaling brands like this even further.

While The Oodie is known for its rapid growth in e-commerce, this conversation goes deeper into the strategic opportunities around licensing, brand expansion, and long-term value creation.

In this episode, we cover:

• The origin and growth of The Oodie brand
• What makes a product scalable in today’s market
• How strong branding creates licensing potential
• When a brand should consider entering licensing
• The role of partnerships in expanding beyond core products

This episode is essential for anyone interested in licensing strategy, brand growth, retail expansion, and building scalable IP.

If you’re a founder, brand owner, or licensing professional, this is a real-world case study of how modern brands are built - and how licensing fits into that future.

🎙 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]

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Why do some Oscar-winning films generate huge licensing businesses while others create almost none?

In this episode of Born to License, David looks at Hollywood’s biggest night through a licensing lens. While the world focuses on Best Picture, the licensing industry should be paying attention to a very different category: Best Animated Feature.

From Shrek to Frozen, animated films have consistently created billion-dollar licensing ecosystems that shape retail for years after their release. Meanwhile, many Best Picture winners - despite their cultural impact - generate little to no consumer products business.

David breaks down why animation continues to dominate licensing, what this year’s nominees tell us about the future of consumer products, and which upcoming franchises could become the next major licensing opportunities.

In this episode:

• Why Best Picture rarely translates into a major licensing program
• The licensing power of animated franchises like Shrek, Frozen, and Toy Story
• Why Best Animated Feature is the category that really matters for licensing
• The growing momentum behind K-Pop Demon Hunters
• Why upcoming releases like Toy Story 5 could become major licensing moments
• The importance of original IP in building long-term consumer products businesses

If you work in licensing, retail, or brand strategy, this is the Oscars category you should be watching.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

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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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He's just wrapped up a week at the Melbourne Toy Fair - and it was absolutely worth the trip.

In this episode of Born to License, David shares his biggest takeaways from Australia’s largest toy and licensing trade event, attended by thousands of industry professionals and hundreds of brands shaping the next wave of licensed products.

Recorded just before leaving Australia, this episode is a true from-the-field debrief, covering the standout brands, emerging trends, and key conversations happening across the licensing industry.

In this episode:

🎯 The properties everyone was talking about

• Why K-Pop Demon Hunters became the surprise breakout licensing property
• The continued dominance of Bluey in its home market
• Nostalgia brands like Care Bears, Strawberry Shortcake, and Hello Kitty continuing to drive retail demand

🔍 Industry conversations shaping the future

• What the potential Paramount / Warner Bros Discovery deal could mean for licensing
• Why “direct-to-retail” licensing strategies are becoming a major tension point in the industry

🧠 Behind-the-scenes moments

• A secret preview of the upcoming Masters of the Universe toy line
• The relationships that power the global licensing business
• Why this industry is smaller — and more connected — than you might think

David also shares a personal moment from the trip: balancing Toy Fair meetings with marathon training — including a 4:30am run through rainy Melbourne while preparing for the Rotterdam Marathon.

And the episode closes with a surprisingly perfect licensing story:

Why Daddy Pig from Peppa Pig running the London Marathon is actually a brilliant example of how storytelling keeps evergreen brands culturally relevant.

Because the best licensed brands don’t just sell products — they build emotional connections with audiences.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

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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!