What is Licensing Expo really like?

In this episode of Born to License, David takes you inside Licensing Expo Las Vegas - the biggest and most important event in the global licensing industry.

From his very first visit in 2013 with Warner Bros. to now exhibiting with his own team, this episode is a behind-the-scenes look at how the licensing world comes together to create partnerships, deals, and billion-dollar brands.

🎢 What You’ll Learn in This Episode

• What Licensing Expo is and why it matters
• How major brands like Disney, Netflix, and Mattel operate at the event
• What happens behind closed doors in licensing summits
• How deals are made in fast-paced 30-minute meetings
• Why Licensing Expo is the most exciting trade show in the world
• The journey from attendee to exhibitor

🌍 Inside Licensing Expo

Licensing Expo brings together over 12,000 professionals from 70+ countries, including:

• Licensors
• Retailers
• Manufacturers
• Agents & agencies
• Global entertainment brands

It’s where the future of licensing is revealed — from upcoming films and franchises to major brand collaborations.

🎤 A Personal Journey

David shares his personal story:

• His first trip to Las Vegas and Licensing Expo
• Working with Warner Bros. Consumer Products
• Building his own licensing agency
• Bringing a team of 13 to the event
• Exhibiting for the very first time

🎬 Beyond the Show Floor

Licensing Expo isn’t just business — it’s an experience:

• Iconic Las Vegas shows and performances
• Industry awards (the “Oscars of licensing”)
• Team traditions and celebrations
• The energy of one of the most unique cities in the world

🚀 Join Us at Licensing Expo

We’ll be recording live from the show floor this year.

📍 Booth: T236

📩 Want to be on the podcast? Email: hello@borntolicense.com

🎙 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: hello@borntolicense.com

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How did Star Wars become one of the most powerful licensing machines in history?

On Star Wars Day, we’re breaking down the origin story of modern licensing — and how a single deal in 1977 changed the industry forever.

From a bold negotiation by George Lucas to billions in merchandise sales, this episode explores how Star Wars became a $30B+ licensing empire.

🚀 What You’ll Learn in This Episode

🎬 The Deal That Changed Everything

• Why George Lucas took a pay cut for merchandising rights
• How that decision reshaped the licensing industry
• The real value of owning IP

🧸 The Toy Boom That Shocked the Industry

• How Kenner turned Star Wars into a retail phenomenon
• The famous “empty box” Christmas strategy
• $100M in sales from a $100K deal

💼 Owning the Rights = Owning the Future

• How Lucas regained full merchandising control
• Building an empire through Lucasfilm
• Why merchandise outperformed the films

💰 The Disney Acquisition

• The $4.05B deal that changed entertainment
• Why Star Wars remains one of the most valuable IPs ever

🌍 Evergreen Licensing in Action

• Why kids love Star Wars without watching the films
• How characters like Grogu drive product demand
• What “cultural IP” really looks like

🛍️ Real-World Licensing Example

• How Hippo Blu brought Star Wars into personalized products
• From kids’ backpacks to adult collectibles
• A masterclass in understanding your audience

📺 Iconic Brand Collaboration

• The legendary Volkswagen Super Bowl ad
• How Star Wars helped create one of the most viral ads ever
• Why great licensing extends beyond products

🧠 Key Licensing Insight

The most powerful IP doesn’t live on screen — it lives in culture.

Star Wars isn’t just a film franchise. It’s a brand that exists across:

• Retail
• Content
• Experiences
• Everyday life

That’s what makes it one of the greatest licensing success stories of all time.

🎯 Who This Is For

• Licensing professionals & brand managers
• IP owners & entertainment executives
• Retail & consumer product teams
• Anyone interested in brand strategy, merchandising, and 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

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense

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

📩 Contact: hello@borntolicense.com

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

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

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense

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

📩 Contact: hello@borntolicense.com

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