What's it like managing licensing for the world's hottest preschool brand?

Michelle Ahern shares her extraordinary journey from answering a newspaper ad ("Brand Manager Wanted - Call Mike") to managing licensing for The Wiggles at their global peak—55 US licensees, sold-out Madison Square Garden shows, and theme parks across multiple continents.

In this episode, discover:

- How to filter endless licensing requests when everyone wants your brand
- Why The Wiggles refused ALL confectionery deals (and still dominated)
- Managing approvals as a one-person licensing team
- The strategic partnerships that opened new markets
- Creating Wigglesworld theme parks from scratch
- Why the UK rejected what the US embraced
- Lessons for landing today's hottest licenses (Bluey, Peppa Pig)

From fan mail puzzles (yes, really) to negotiating with Six Flags about hot dogs, Michelle reveals what it truly takes to manage a global phenomenon while staying true to brand values.

📚 Want to work with hot properties? Listen to Michelle's advice for standing out 

🎙 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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Preview Michelle Ahern's incredible story of managing The Wiggles at their absolute peak! From a newspaper ad to Madison Square Garden sellouts, discover what it's really like when EVERYONE wants your brand.

In this preview: 
✓ The "Call Mike" story that started it all 
✓ Why they rejected every sugar deal 
✓ Fan mail you won't believe

Full episode reveals: Theme park negotiations, one-person approval marathons, and how to pitch today's hottest brands!

🔔 Subscribe for the full conversation 
⏰ Full episode: 10/06/2025

🎙 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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McDonald's Monopoly. Peppa Pig yogurts. That's promotional licensing—and it's everywhere.

Join David Born for an eye-opening conversation with Julia Kamoda from Hasbro, who manages promotional partnerships across 1900 brands including Monopoly, Peppa Pig, Transformers, and more. Discover how these short-term campaigns drive billions in sales and create cultural moments that traditional licensing can't touch.

In this episode, you'll learn:

- The difference between promotional and traditional licensing
- How McDonald's Monopoly became a 20-year phenomenon
- Why board games are promotional gold (time, choice, consequence)
- The 28 billion impressions from Baby Evie's announcement
- How to break world records with Twister and Mentos
- White space opportunities: from swimming schools to pregnancy tests
- Why "free exposure" isn't a business model

From 3-month campaigns to global rollouts across 70 markets, Julia reveals the strategy behind promotions that actually work—and why 70-80% of pitches never happen.

💡 Ready to explore promotional licensing? Connect with Julia on LinkedIn 🎲 What brand collaboration would YOU love to see with Hasbro?

🎙 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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Get a first look at our conversation with Julia Kamoda from Hasbro! Preview how promotional licensing drives billions in sales through McDonald's Monopoly, world record Twister games, and unexpected partnerships like Peppa Pig pregnancy announcements.

In this preview:
✓ Why promotions is different to traditional licensing
✓ The 28 billion impression campaign
✓ Managing 1900 brands globally
Full episode reveals: Complete strategies, white space opportunities, and how to pitch Hasbro!

🔔 Subscribe for the full conversation
⏰ Full episode: 09/29/2025

🎙 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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How does Funko predict the next pop culture obsession before it even happens?

Join us for an exclusive conversation with Lucy Salisbury, who orchestrates one of the most complex licensing portfolios on the planet at Funko. With over 1000 active licenses spanning Disney, Warner Bros, anime, sports, and more, Lucy reveals the strategy behind pop culture's most successful merchandising empire.

In this episode, you'll discover:
- How Funko decides which of 1000+ licenses to pursue
- The real negotiations behind massive entertainment deals
-Why anime exploded from niche to mainstream (and what's next)
- How to break into licensing with zero experience
- The secret to managing Disney, DC, and Marvel simultaneously
- What makes a product sell out vs. sit on shelves

From predicting the next Grogu phenomenon to creating "geeky Gucci" with Loungefly, Lucy shares two decades of licensing wisdom that shaped brands from Ministry of Sound to Saban's Power Rangers.

Ready to understand the business behind your favorite collectibles? Hit subscribe for more insider licensing conversations!

#Funko #Licensing #PopCulture #BusinessStrategy #Disney #Collectibles

🎙 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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Get an exclusive first look at our conversation with Lucy Salisbury from Funko! In this preview, discover how one company manages over 1000 licenses from Disney to anime, predicts the next Grogu phenomenon, and transforms pop culture into collectibles worth billions.

Lucy reveals:
✓ The data behind choosing which products to make
✓ Why Funko says NO more than YES (despite 1000+ licenses)
✓ How sports collectibles became their surprise hit
Full episode includes: Complete strategies, LoungeFly insights, licensing advice, and Lucy's favorite Funko of all time!

🔔 Subscribe now so you don't miss the full conversation
⏰ Full episode: 09/22/2025

#FunkoPodcast #Trailer #ComingSoon #BornToLicense #LucySalisbury

🎙 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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Big news, Born to License listeners! Season 2 is launching next week and David has pulled back the curtain on the licensing industry like never before. Get ready for explosive conversations with the dealmakers, risk-takers, and creative minds who transform your favourite characters and brands into billion-dollar empires.

This season features exclusive interviews with industry titans managing massive portfolios, first-time licensees sharing their brutal lessons, and legal experts revealing what those contracts really mean. From Funko's incredible 1,000+ licensed properties to The Wiggles' Madison Square Garden phenomenon, every episode uncovers the human stories behind the deals that shape what you buy.

You'll discover how $80 Galactus popcorn buckets get greenlit, what AI predictions mean for licensing's future, and meet the fans-turned-entrepreneurs who are disrupting everything. These aren't just interviews - they're masterclasses in turning creativity into commerce, featuring insights you simply can't find anywhere else.

Whether you're an entrepreneur seeking breakthrough strategies, a brand manager navigating complex partnerships, or someone curious about how your favourite products journey from concept to shelf, Season 2 delivers the insider knowledge that matters.

Don't miss out: New episodes drop weekly starting next week. Subscribe now and hit the notification bell because these stories will change how you think about business, creativity, and the products around you.

#Licensing #BusinessPodcast #BornToLicense #Entrepreneurship #BehindTheScenes

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License 

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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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Big news, Born to License listeners! David has some exciting announcements including exclusive interviews with licensing industry leaders launching later this month. Plus, he's created something he wishes existed 20 years ago when he walked into that infamous licensing interview knowing absolutely nothing about the industry.

Introducing the Learn to License course - a comprehensive program perfect for anyone wanting to license their product, build a career in licensing, or simply understand how that Marvel t-shirt ended up in their favorite store. Whether you're a complete beginner or looking to level up your licensing knowledge, this course covers everything David wishes he'd known from day one.

Don't miss out: Visit learntolicense.com now for early access and lock in 25% off the regular price. This limited-time offer won't last long!

🎙 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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🔹 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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After 9 episodes packed with stories, strategies, and behind-the-scenes insights, we’re wrapping up Season 1 with something special: a Q&A session featuring real questions from Born to License listeners around the world.

From contract terms to trade show strategy to YouTube licensing requests gone wrong - this episode covers a wide range of practical, honest advice from inside the industry.

We’ll cover:

• What cross-collateralization really means—and when to avoid it

• How to make the most of Brand Licensing Europe as a first-time exhibitor

• What happens when you import branded goods without a license

• Why using cartoons on YouTube is trickier than you think

Whether you’re brand new to licensing or decades deep, this episode offers valuable insights, and a heartfelt thank-you for being part of our Season 1 journey.

🎧 Listen now on your favorite podcast platform and stay tuned for Season 2, launching later this year with industry interviews, advanced topics, and more licensing wisdom from across the globe.

🎙 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]

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Sometimes the biggest licensing mistakes happen before the deal is even signed. In this episode of Born to License, I break down the most common pitfalls that trip up companies - and how to avoid them.

Join me at the kitchen table as I walk through a late-night conversation that turned into a full-blown breakdown of what not to do in licensing. From mismatched IP to unrealistic timelines and hidden costs, this episode is packed with hard-earned lessons every brand should hear.

We’ll cover:

• Why licensing is a partnership - not just a logo placement

• The danger of choosing IP based on fame instead of fit

• How poor planning can derail your product launch

• The financial traps that turn licensing deals into losses

If you’re thinking about licensing—or already deep in it - this episode could save you from an expensive mistake.

🎧 Listen now on your favorite podcast platform—and make sure your next licensing deal is built for success.

🎙 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!