Born to License

Licensing isn’t just about creativity—it’s about negotiation. And when I sat down for my first-ever licensing negotiation, I quickly learned that getting a deal across the line requires more than just knowing the numbers.

In this episode of Born to License, I take you back to 2009, where I found myself in a Melbourne café, sitting across from the brand manager of a yogurt company, leading my first licensing negotiation for a Sesame Street deal. It was a crash course in royalty rates, minimum guarantees, deal memos, and the art of finding common ground.

We’ll cover:

• The deal memo – Why it’s the foundation of every licensing agreement

• Sales projections & financial commitments – How minimum guarantees are determined

• Industry royalty benchmarks – Why rates differ across product categories

• The power of collaboration – How trust and flexibility create successful deals

Negotiation isn’t just about winning—it’s about building partnerships that work for both sides. If you’ve ever wondered how licensing deals actually get made, this episode takes you inside the process.

And if you have a burning question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to [email protected], and I’ll do my best to include it in the show.

Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast platform.

🎙 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!

When I started in licensing back in 2007, I quickly realized that explaining what licensing is depends entirely on who you’re talking to. In my last episode, I broke it down for my mum, focusing on characters, stories, and why licensing is everywhere.

This time, I take you back to a different conversation - this one with my dad. He wasn’t interested in the fun or creativity of licensing. He wanted to know how the deals actually work.

Sitting on the couch watching an Australian Rules Football match, we dove into the mechanics of licensing. What do brands like Disney charge to use Mickey Mouse? What happens if the product doesn’t sell? How do these deals even start?

In this episode, I explain the nuts and bolts of licensing, covering:

• Royalty rates and minimum guarantees—how licensors make money

• Deal memos and contracts—why they matter in every agreement

• Style guides and approvals—how brands protect their identity

• The real value of licensing—why companies are willing to pay for IP

If you’re curious about the business side of licensing, this episode is for you.

And if you have a burning question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to [email protected], and I’ll do my best to include it in the show.

🎧 Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast platform.

🎙 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!

When I landed my first job in licensing back in 2007, I had no idea I was stepping into a $350 billion industry that most people don’t even know exists. But my first challenge wasn’t negotiating deals or managing brands—it was explaining to my Mum what on earth licensing actually is.

In this episode, I take you back to that moment, sitting in my family home in Australia, trying to break down the licensing industry in the simplest terms. What is licensing? Why do brands pay to use characters like Mickey Mouse or SpongeBob SquarePants? And why is licensing the hidden force behind so many of the products we use every day?

Whether you’re brand new to licensing or just want a fun, behind-the-scenes look at how it all works, this episode is the perfect place to start.

And if you have a burning question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to [email protected], and I’ll do my best to include it in the show.

🎧 Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast platform!

🎙 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 world of licensing is all around us—on our clothes, in our kitchens, on our screens—but how much do we really know about how it works? Born to License is here to change that.

Join me, David Born, as I take you inside the $350 billion licensing industry, sharing stories from nearly 20 years in the business. In this teaser episode, I’ll give you a sneak peek at what’s to come in Season One, where we’ll break down the fundamentals of licensing, decode industry jargon, and dive into real-life case studies.

Whether you’re a brand looking to expand into licensing, a creative entrepreneur, or just someone who’s curious about how iconic characters and brands end up on products, this podcast is for you.

Subscribe now and get ready to unlock the power 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

🔹 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!