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Unlock the secrets of the $350 billion licensing industry with David Born, CEO of Born Licensing & Born to License. Whether you’re a business owner, brand enthusiast, or curious about how your favorite characters and brands make their way onto products, this podcast is your ultimate guide to the world of licensing.
Join David as he shares insider stories, practical tips, and real-world examples, helping you navigate the exciting intersection of creativity, commerce, and collaboration. From product development to pitching, licensing terminology to success stories—get ready to discover the untapped potential of this dynamic industry.
New episodes every two weeks.
62 Episodes
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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 ...
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? Su...
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: 🚀...
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 alrea...
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 st...
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. Me...
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 happe...
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 loyaltyThe role of scarcity in driving collectible demandWhy collaborations like Oreo...
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 planetCombined estimated retail sales of $22 billion, surp...
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, licensor...
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: 🍔 Experientia...
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 IPWhy licensing unlocked credibility and customer trustThe real numbers behind licensing growth (including 4...
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 mo...
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 - ...
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 fai...
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 curt...
We're wrapping up 2025 with our best bits from the year. The moments that made us think differently about licensing, the stories we're still talking about, and the insights you need heading into 2026. This year, we sat down with some of the industry's most influential voices. From Lucy Salisbury explaining how Funko sifts through thousands of licensing pitches when "everyone says it's the next biggest movie," to Charlotte Payne revealing how Care Bears has stayed relevant for 45 years, ...
Just 3 days after Netflix's historic offer, Paramount launched a stunning $108.4B hostile takeover bid for Warner Bros. Discovery—bypassing the board and going directly to shareholders. David Born breaks down the all-cash offer, the political implications, and what this means for the licensing industry. 🎙 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 ...
After 11 years in business, 2025 became Born's most successful year ever. In this special year-end episode, the entire Born team comes together to share the untold stories behind the record-breaking achievements. Featured Team Insights: Born Licensing Team (Amber & Alberto): - The Garfield groundbreaking billboard campaign - Google Pixel's first Christmas campaign (2-month turnaround!) - BFG returning to Sainsbury's for year two - Candy Crush Solitaire's first-ever licensing partnership...
EMERGENCY EPISODE: Netflix has just won the bidding war to acquire Warner Bros. Discovery's streaming platforms and legendary IP portfolio in an $82.7 billion deal - but what does this mean for the licensing industry? In this urgent episode, host David Born breaks down the deal that's sending shockwaves through Hollywood and explains why no one is talking about the biggest question for the licensing industry: What happens to billion-dollar evergreen brands like Looney Tunes, Scooby-Doo, and D...
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