Born to License

Few brands in history have achieved what Pokémon has achieved.

With over $103.6 billion in licensed retail sales and $12 billion generated in 2024 alone, Pokémon stands as the highest-grossing media franchise of all time — built not on a portfolio of brands, but on one singular IP.

In this episode of Born to License, we unpack the strategy behind that dominance.

We explore:

• How Pokémon leverages generational loyalty
• The role of scarcity in driving collectible demand
• Why collaborations like Oreo and the Van Gogh Museum became cultural moments
• The record-breaking $5M+ Pikachu card sale and what it signals
• How Pokémon continues to evolve while protecting its core identity

This episode is more than a celebration of Pokémon — it’s a blueprint for building an evergreen, emotionally resonant, and commercially powerful brand.

If you work in licensing, retail, entertainment, or brand strategy, this is essential listening.

🎙 Born to License – Hosted by David Born

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

📩 Contact: [email protected]

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Netflix has walked away from its $82.7 billion deal to acquire Warner Bros. Discovery - and Paramount looks set to create a $22 billion licensing powerhouse. In this emergency episode of Born to License, David Born breaks down exactly what this seismic shift means for the licensing industry.

In this episode:

🌍 The licensing landscape just changed overnight

• Paramount (#12) + Warner Bros. Discovery (#6) = the 4th largest licensor on the planet
• Combined estimated retail sales of $22 billion, surpassing NBCUniversal and Mattel
• The closest thing to a true Disney rival the industry has ever seen

🎯 What this means for licensees

• A portfolio deal that could combine SpongeBob, PAW Patrol and Yellowstone with Looney Tunes, DC Comics, Scooby-Doo, Harry Potter and White Lotus
• How the streaming landscape shifts - and what it means if Netflix loses access to all Paramount and WBD content

📊 The market reaction

• Netflix up ~10% in after-hours trading — their shareholders never wanted this
• Netflix walks away with a $2.8 billion breakup fee
• Why Paramount's share price will be one to watch

⚠️ This is NOT a done deal

• WBD shareholder approval still required
• Regulatory clearance needed across the US and multiple territories
• The California AG and Senator Adam Schiff are already raising red flags
• NBCUniversal could still make a move — we're realistically a year away from completion

💭 David's honest take: the human and brand cost of consolidation

• What happens to Beavis and Butt-Head, Ren & Stimpy, Yogi Bear and The Jetsons when two massive licensing teams merge?
• The brilliant people at Paramount and WBD who will be impacted by inevitable redundancies
• Why streaming success and licensing success are two very different things — and what Netflix does next

If you work in licensing, retail, toys, or brand strategy, this is the episode you need to hear right now.

🎙 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 back in Melbourne — and for the first time in nearly a decade, Melbourne Toy Fair is officially back on my international event calendar.

In this episode of Born to License, David Born previews what to expect from the Australian Toy Hobby and Licensing Fair, the largest trade event of its kind in the Southern Hemisphere, held at the Melbourne Convention & Exhibition Centre.

With around 200 exhibitors and 4,000 trade attendees, this isn’t a public fan event — it’s where buyers, licensors, agents, and brand owners look ahead at the next 24 months of product and IP strategy.

In this episode:

🎯 Why Melbourne Toy Fair matters for licensing

• Closed-door showcases from major studios and brands
• Early previews of upcoming films, anniversaries, and new IP launches
• Forward-looking intelligence you won’t see publicly

🔥 What’s likely to dominate the floor

• K-Pop Demon Hunters momentum after London and New York Toy Fair
• The continued strength of Spider-Man
• Why Bluey is an unstoppable force in Australia

🛍️ Smart category expansion in action

• Paw Patrol moving into premium homewares via Adairs Kids
• What that says about long-term IP positioning

👟 The Crocs × LEGO drop strategy breakdown

• A $150 brick-shaped clog
• Sold out in hours
• Debuted at Paris Fashion Week
• Why hype, attention, and cultural conversation matter more than wearability

David also shares why he’s prioritizing Australia more strategically this year — and what he’ll be looking for on the show floor to gauge where the licensing industry is headed in 2026 and beyond.

If you work in licensing, retail, toys, or brand strategy, this episode is your insider preview before the doors even open.

🎙 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]

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This week on Born to License, David is reporting from Australia — but the episode spans three continents and three very different licensing stories.

From dining inside Bikini Bottom at the world’s first official SpongeBob SquarePants restaurant in São Paulo, to going behind the scenes at one of Australia’s fastest-growing licensed product businesses, to analyzing whether we’ve reached “Peak Labubu” — this episode explores what makes licensing succeed (or stall).

In this episode:

🍔 Experiential Licensing Done Right

David visits the world’s first standalone SpongeBob restaurant — a fully immersive, permanent location that proves licensing isn’t just about products… it’s about memories.

Why experiential IP is booming — and what brands must get right to protect long-term value.

🏭 Behind the Scenes at Courtney Brands (Hippo Blue)

An inside look at how licensed products from Disney, Warner Bros., and Paramount are brought to life — from design to compliance to production.

Including the numbers that matter:

• 400% increase in customer acquisition after launching Disney ranges
• 30% year-on-year business growth

What this case study teaches about doing licensing properly — and respectfully.

📈 Have We Reached Peak Labubu?

After explosive 700% growth and a $420M breakout year, resale prices are falling and production is scaling.

David shares his insights (featured in Campaign Asia) on whether Labubu becomes the next Hello Kitty… or the next Beanie Babies.

Key questions:

• Can Pop Mart build long-term storytelling?
• Will selective licensing protect the brand?
• Is this a multichannel IP in the making?

Across all three stories, one message is clear:

Great licensing isn’t about slapping a character on a product.

It’s about respect for the IP, strategic partnerships, and quality execution at every touchpoint.

If you work in licensing, retail, brand strategy, entertainment, or collectibles — this episode is packed with practical insights.

Campaign Asia "Have we reached peak Labubu?: https://www.campaignasia.com/article/has-labubu-already-peaked-charting-the-rise-and-fall-of-the-ugly-cute-viral-toy

SpongeBob SquarePants restaurant visit: https://youtu.be/8kkjJjoOBJU

🎙 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 when a growing brand enters the world of licensing?

In this episode of Born to License, we go deep with the founder of Hippo Blue to unpack a real-world licensing journey — from early design roots and manufacturing challenges to partnering with Disney, Marvel, Pixar, and beyond.

In this conversation, you’ll learn:

• How Hippo Blue transitioned from trends to evergreen IP
• Why licensing unlocked credibility and customer trust
• The real numbers behind licensing growth (including 400% increase in acquisition)
• How personalization became a competitive advantage
• What brands must get right before approaching licensors

This episode is essential viewing for founders, brand owners, and anyone considering licensing as a growth strategy.

🎙 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!

For many people, the Super Bowl isn’t about the game - it’s about the ads.

In this episode of Born to License, David Born breaks down why character and IP licensing has become one of the most powerful tools in Super Bowl advertising, especially now that a 30-second spot costs up to $8 million.

From Bill Murray reliving Groundhog Day for Jeep to Bryan Cranston and Aaron Paul returning as Walter White and Jesse Pinkman, David explains how brands use nostalgia, iconic characters, and cultural moments to cut through the noise — and why licensing is often the secret weapon behind the most memorable commercials.

In this episode, David covers:

• Why licensed characters outperform celebrities in Super Bowl ads
• How nostalgia creates instant emotional connection at scale
• Different ways brands license IP — from recreating iconic scenes to bespoke animation
• Behind-the-scenes licensing challenges most viewers never think about
• Standout Super Bowl campaigns from the past decade, including:
  • Facebook × Rocky
  • Jeep × Groundhog Day
  • Mountain Dew × The Shining
  • Pringles × Rick and Morty
  • DoorDash × Sesame Street
  • Cadillac × Edward Scissorhands
  • Booking.com × The Muppets
• Early looks at 2026 Super Bowl licensed ads, including:
  • Xfinity × Jurassic Park
  • Expedia × Ken from Barbie

David also explains why modern Super Bowl licensing isn’t just about quick nostalgia hits — it’s about long-term partnerships, brand alignment, and cultural relevance.

If you work in licensing, marketing, brand strategy, or entertainment, or you simply love breaking down iconic ads, this episode will completely change how you watch the Super Bowl.

🎙 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!

AI is moving fast — and the licensing industry can’t afford to ignore it.

In this episode of Born to License, David Born breaks down what artificial intelligence really means for licensing, brand owners, licensees, and consumer products teams — beyond the hype and headlines.

From creative development and approvals to brand protection and scalability, AI has the potential to reshape how licensing businesses operate. But it also raises serious questions around IP ownership, authenticity, quality control, and trust.

This episode explores where AI can add real value — and where human judgment, creativity, and brand guardianship remain irreplaceable.

In this episode, you’ll learn:

• How AI is already being used across licensing and consumer products
• Where AI can improve efficiency (and where it creates new risks)
• What AI means for brand protection and IP control
• Why approvals, governance, and brand standards matter more than ever
• The opportunities for licensors and licensees who adopt AI thoughtfully
• What the licensing industry needs to get right as AI continues to evolve

Whether you’re a licensor, licensee, agent, creative, or brand strategist, this episode will help you understand how AI fits into the future of licensing — and how to approach it responsibly.

🎧 Next episodes: More practical insights on licensing strategy, industry trends, and how to stay ahead in a rapidly changing landscape.

🎙 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!

Licensing Expo may be in May - but if you’re not preparing right now, you’re already behind.

In this episode of Born to License, David Born shares exactly how he and his team prepare for Licensing Expo 2026, the world’s biggest licensing event, attracting over 12,000 attendees and 5,000 brands from more than 70 countries.

From booking meetings months in advance to surviving long days on the show floor, this episode is a practical, no-fluff guide to making the most of your time in Las Vegas - whether you’re a first-timer or a seasoned attendee.

In this episode, you’ll learn:

• Why Licensing Expo preparation starts months before May
• How to build a smart target list and secure meetings early
• Why licensor showcases are strategic goldmines (and how to get invited)
• How to plan meetings realistically inside a massive venue
• Where to stay — and how to save thousands on accommodation
• What to bring (and what not to bring) to the show floor
• How to manage food, hydration, and energy during long days
• Why Thursdays can be your secret weapon for last-minute meetings

David also shares real-world tips from attending Licensing Expo year after year — including mistakes to avoid, how to move around efficiently, and how to stay sharp through three intense days of dealmaking.

If you’re attending Licensing Expo 2026 — or thinking about it — this episode will help you arrive prepared, focused, and ahead of the pack.

🎧 Next episode: The rise of AI in licensing — and what it means for brands, licensors, and licensees.

🎙 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!

Every year, studios release dozens of blockbuster films — but only a handful actually become licensing powerhouses.

In this episode of Born to License, David Born shares his hot take on the 2026 theatrical slate and answers the question every licensee, licensor, and retailer should be asking right now: which movies will really drive consumer products sales?

Drawing on real industry experience, David rates the licensing potential of major 2026 releases and explains why some box office hits fail at retail — while others dominate shelves worldwide.

In this episode, you’ll hear:

• The biggest licensing lesson from 2025’s surprise hit K-Pop Demon Hunters
• Why licensing success requires betting on properties before audiences do
• David’s licensing score (out of 10) for 2026’s biggest films, including:
  • Toy Story 5
  • Spider-Man: Brand New Day
  • Avengers: Doomsday
  • The Mandalorian & Grogu
  • Minions 3
  • Super Mario Galaxy
  • Moana (Live Action)
  • Supergirl: Woman of Tomorrow
• Which studio David believes will win the licensing battle in 2026
• Why evergreen IP often outperforms tentpole-driven franchises

If you work in licensing, retail, brand strategy, or entertainment, this episode will change how you look at theatrical releases — and what actually matters when it comes to consumer products.

🎧 Next episode: Why you need to start preparing now for Licensing Expo — and the biggest mistakes brands make every year.

🎙 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!

Sony’s $450M acquisition of Peanuts shocked a lot of people — but for those who understand licensing, the $1.1B valuation makes perfect sense.

In this episode of Born to License, David Born breaks down why Peanuts is worth over a billion dollars, what that valuation really means inside the licensing industry, and how evergreen IP is built, protected, and monetized at scale.

Using real-world examples — from Snoopy T-shirts to small businesses like Plum Deluxe — this episode pulls back the curtain on licensing approvals, brand protection, and why the systems behind billion-dollar IP exist for a reason.

In this episode, you’ll learn:

• Why Sony’s Peanuts acquisition validates the power of evergreen IP
• What a $1.1B valuation actually means operationally in licensing
• How Peanuts generates $3.2B in retail sales across 1,200+ licenses
• Why licensing approvals take time — and why that’s a good thing
• How small brands can successfully license billion-dollar IP
• Why Peanuts continues to resonate with Gen Z without blockbuster films

This episode is essential listening for anyone curious about brand equity, licensing strategy, IP protection, or how iconic brands like Peanuts stay culturally relevant for over 75 years.

🎧 Next episode: David shares his movie predictions for 2026 — and which theatrical releases will (and won’t) drive licensed product sales.

🎙 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!