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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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

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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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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

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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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No new episode this week… but for a good reason.

Right now, David is in Nepal, trekking to the base camp of Mount Everest — an adventure that’s been a long time in the making.

So while there’s no full episode of Born to License this week, this is the perfect time to catch up on everything you might have missed.

🎧 What to explore:

🚀 Conversations with industry experts

• Licensors, licensees, and agents
• Licensing lawyers and thought leaders
• Behind-the-scenes insights from the Born team

📈 Deep dives into major topics

• The Warner Bros. Discovery story and what it means for licensing
• The licensing strategy behind The Super Mario Bros. Movie
• Trends shaping the future of IP and brand partnerships

💡 Practical insights you can apply

• How licensing works in the real world
• What makes partnerships succeed
• Lessons from real case studies

We’ll be back next week with a brand new episode.

In the meantime, this is your chance to dive into the archive and level up your understanding 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

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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

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

Everyone wants to license with the biggest brands in the world… but that’s exactly where most people go wrong.

In this episode of Born to License, David shares a powerful snippet from his conversation on the It’s No Fluke podcast with Jeff Barrett — breaking down the smart way to get started in licensing.

Because while brands like Disney or Bluey are incredibly appealing, they’re also the hardest to access — especially if you’re new to licensing.

Instead, the real opportunity lies in building momentum step by step.

In this episode:

🚀 Why you shouldn’t start with the biggest licenses

• The reality of working with top-tier brands
• Why new licensees often get rejected
• Thinking long-term (3–4 year strategy)

🎯 The smarter way to enter licensing

• Starting with “hungry” brands open to new partners
• Building credibility before going after A-list IP
• Creating a clear pathway to bigger deals

📈 Real case study: from first deal to major success

• Working with Care Bears (via CloudCo) as a first خطوة
• Scaling into a major opportunity with Wicked
• How collectability doubled customer spend

💡 Key insight: licensing is a journey

• Why momentum matters more than starting big
• How smart brand selection drives long-term success
• Turning one deal into many

The key takeaway: Don’t start at the top — build your way there.

The most successful licensing strategies aren’t built on one big deal… they’re built on smart, strategic progression.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License

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🔹 Learn More about Born Licensing

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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

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

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 into showing up at Expo the right way.

But before that, a personal twist: after six months of marathon training, an unexpected injury changes everything — opening the door to a completely different challenge: a trek to Everest Base Camp.

In this episode:

🏃‍♂️ From marathon to mountain

• The reality of long-term preparation and setbacks
• Why a cancelled race led to a new adventure
• Everest Base Camp: the next big challenge

🎯 Licensing Expo: behind the scenes

• What changes when you go from attendee to exhibitor
• The complexity of building a booth
• Why preparation is everything

🤝 What really happens at Expo

• Hundreds of meetings, events, and opportunities
• Why schedules fill up faster than you think
• The importance of planning ahead

🎙 What’s new this year

• Live Born to License podcast recordings from the show floor
• Speaking on AI and licensing
• The Born Summit in LA bringing the global team together

🎬 A quick take on original IP & licensing

• Why films like Project Hail Mary face challenges in licensing
• The risk vs reward of backing new IP
• Why the industry still leans toward established franchises

The key takeaway: Licensing Expo isn’t just an event — it’s a moment.

And like marathon training, the results you get come down to how well you prepare.

🎙 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: hello@borntolicense.com

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

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?

Super Mario doesn’t need a movie to succeed — but the movie gives the entire licensing ecosystem a moment to explode.

In this episode:

🎯 Licensing as marketing

• Why licensed products aren’t just revenue — they drive awareness
• How retail visibility turns into box office success
• Why films create a “permission moment” for brands and retailers

🧸 The toy strategy breakdown

• JAKKS Pacific as master toy partner
• Why timing (6 weeks before release) matters
• The importance of proven retail performance

👶 Long-term brand building

• Fisher-Price Little People introducing Mario to new generations
• Why this is “long game” licensing at its best

🍔 Massive promotional partnerships

• McDonald’s global Happy Meal rollout
• General Mills activating across 100+ products
• PepsiCo’s Bubly campaign with collectible mechanics
• How food licensing creates real consumer interaction

🌍 A truly global campaign

• Regional activations from Brazil to Japan
• Why global scale is critical for modern IP

🍿 The rise of theatrical collectibles

• The record-breaking Super Mario popcorn bucket
• Why collectibles have become a marketing channel
• How products generate organic social media buzz

The key takeaway:

Great licensing doesn’t just support a film — it amplifies it.

Super Mario is a perfect example of how an evergreen brand can use a theatrical release to concentrate attention, activate partners, and dominate culture across every touchpoint.

If you work in licensing, retail, marketing, or brand strategy, this episode is a masterclass in how to do it right.

🎙 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: hello@borntolicense.com

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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:

🚀 The Oodie growth story

• How a simple idea became a global brand
• The role of performance marketing and social media
• Building a product people genuinely love

🧠 Brand building vs licensing

• Why The Oodie succeeded without licensed IP
• When licensing could become a growth lever
• The opportunities (and risks) of expanding into collaborations

📈 Scaling a modern consumer brand

• Product expansion and category growth
• What it takes to maintain momentum
• Lessons for founders, marketers, and brand builders

🎯 What’s next for The Oodie

• Future growth opportunities
• The potential role of partnerships and licensing
• How the brand can evolve beyond its core product

This episode is a must-watch for anyone interested in brand building, e-commerce, licensing, 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

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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

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