Born to License

David Born
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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.

  1. What Super Mario Teaches About Licensing

    14 HRS AGO

    What Super Mario Teaches About Licensing

    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 awarenessHow retail visibility turns into box office successWhy films create a “permission moment” for brands and retailers🧸 The toy strategy breakdown JAKKS Pacific as master toy partnerWhy timing (6 weeks before release) mattersThe importance of proven retail performance👶 Long-term brand building Fisher-Price Little People introducing Mario to new generationsWhy this is “long game” licensing at its best🍔 Massive promotional partnerships McDonald’s global Happy Meal rolloutGeneral Mills activating across 100+ productsPepsiCo’s Bubly campaign with collectible mechanicsHow food licensing creates real consumer interaction🌍 A truly global campaign Regional activations from Brazil to JapanWhy global scale is critical for modern IP🍿 The rise of theatrical collectibles The record-breaking Super Mario popcorn bucketWhy collectibles have become a marketing channelHow products generate organic social media buzzThe 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  🔹 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!

    13 min
  2. How Licensing Helped The Oodie Build an $850M Brand | Special Episode with Davie Fogarty

    4D AGO ·  BONUS

    How Licensing Helped The Oodie Build an $850M Brand | Special Episode with Davie Fogarty

    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 brandThe role of performance marketing and social mediaBuilding a product people genuinely love🧠 Brand building vs licensing Why The Oodie succeeded without licensed IPWhen licensing could become a growth leverThe opportunities (and risks) of expanding into collaborations📈 Scaling a modern consumer brand Product expansion and category growthWhat it takes to maintain momentumLessons for founders, marketers, and brand builders🎯 What’s next for The Oodie Future growth opportunitiesThe potential role of partnerships and licensingHow the brand can evolve beyond its core productThis 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 🔹 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!

    34 min
  3. Twix Campaign: The Secret Power of Licensed Characters in Advertising

    MAR 23

    Twix Campaign: The Secret Power of Licensed Characters in Advertising

    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 already love, you’re not starting from zero — you’re tapping into decades of built-in awareness. In this episode: 🎯 Why licensed characters work so well in advertising Instant recognition and emotional connectionBorrowing decades of audience familiarityWhy brands don’t need to “build” awareness from scratch🔥 Real campaign case studies Twix’s “iconic duos” campaignBuddy the Elf and the UK’s #1 ad of 2022He-Man & Skeletor going viral for MoneySuperMarketDirect Line’s use of Transformers, RoboCop & Ninja TurtlesSainsbury’s and The BFG as a long-term brand asset📈 What the data proves Higher brand recall and emotional engagementMassive increases in social reach and cultural conversationMeasurable impact on sales and market share🧠 The key takeaway  It’s not about choosing the biggest character —  it’s about choosing the right one. When licensing is done right, it’s not just a creative add-on.  It becomes the engine behind the entire campaign. If you work in marketing, licensing, brand strategy, or advertising, this episode will change how you think about using IP. 🎙 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!

    8 min
  4. How The Oodie Decides Which Licenses to Back

    MAR 19 ·  BONUS

    How The Oodie Decides Which Licenses to Back

    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 strategic opportunities around licensing, brand expansion, and long-term value creation. In this episode, we cover: The origin and growth of The Oodie brandWhat makes a product scalable in today’s marketHow strong branding creates licensing potentialWhen a brand should consider entering licensingThe role of partnerships in expanding beyond core productsThis episode is essential for anyone interested in licensing strategy, brand growth, retail expansion, and building scalable IP. If you’re a founder, brand owner, or licensing professional, this is a real-world case study of how modern brands are built - and how licensing fits into that future. 🎙 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!

    51 min
  5. Licensing at the Oscars: The Category That Actually Matters

    MAR 16

    Licensing at the Oscars: The Category That Actually Matters

    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. Meanwhile, many Best Picture winners - despite their cultural impact - generate little to no consumer products business. David breaks down why animation continues to dominate licensing, what this year’s nominees tell us about the future of consumer products, and which upcoming franchises could become the next major licensing opportunities. In this episode: Why Best Picture rarely translates into a major licensing programThe licensing power of animated franchises like Shrek, Frozen, and Toy StoryWhy Best Animated Feature is the category that really matters for licensingThe growing momentum behind K-Pop Demon HuntersWhy upcoming releases like Toy Story 5 could become major licensing momentsThe importance of original IP in building long-term consumer products businessesIf you work in licensing, retail, or brand strategy, this is the Oscars category you should be watching. 🎙 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!

    8 min
  6. Melbourne Toy Fair Wrap-Up: The Biggest Licensing Trends From the Show Floor

    MAR 9

    Melbourne Toy Fair Wrap-Up: The Biggest Licensing Trends From the Show Floor

    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 happening across the licensing industry. In this episode: 🎯 The properties everyone was talking about Why K-Pop Demon Hunters became the surprise breakout licensing propertyThe continued dominance of Bluey in its home marketNostalgia brands like Care Bears, Strawberry Shortcake, and Hello Kitty continuing to drive retail demand🔍 Industry conversations shaping the future What the potential Paramount / Warner Bros Discovery deal could mean for licensingWhy “direct-to-retail” licensing strategies are becoming a major tension point in the industry🧠 Behind-the-scenes moments A secret preview of the upcoming Masters of the Universe toy lineThe relationships that power the global licensing businessWhy this industry is smaller — and more connected — than you might thinkDavid also shares a personal moment from the trip: balancing Toy Fair meetings with marathon training — including a 4:30am run through rainy Melbourne while preparing for the Rotterdam Marathon. And the episode closes with a surprisingly perfect licensing story: Why Daddy Pig from Peppa Pig running the London Marathon is actually a brilliant example of how storytelling keeps evergreen brands culturally relevant. Because the best licensed brands don’t just sell products — they build emotional connections with audiences. 🎙 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!

    8 min
  7. Pokémon Day: 30 Years of the World’s Most Powerful Licensing Machine

    MAR 2

    Pokémon Day: 30 Years of the World’s Most Powerful Licensing Machine

    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 and the Van Gogh Museum became cultural momentsThe record-breaking $5M+ Pikachu card sale and what it signalsHow Pokémon continues to evolve while protecting its core identityThis episode is more than a celebration of Pokémon — it’s a blueprint for building an evergreen, emotionally resonant, and commercially powerful brand. If you work in licensing, retail, entertainment, or brand strategy, this is essential listening. 🎙 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!

    7 min
  8. EMERGENCY EPISODE: Netflix Folds. What a Paramount x Warner Bros. Deal Really Means for Licensing

    FEB 27 ·  BONUS

    EMERGENCY EPISODE: Netflix Folds. What a Paramount x Warner Bros. Deal Really Means for Licensing

    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, surpassing NBCUniversal and MattelThe closest thing to a true Disney rival the industry has ever seen🎯 What this means for licensees A portfolio deal that could combine SpongeBob, PAW Patrol and Yellowstone with Looney Tunes, DC Comics, Scooby-Doo, Harry Potter and White LotusHow the streaming landscape shifts - and what it means if Netflix loses access to all Paramount and WBD content📊 The market reaction Netflix up ~10% in after-hours trading — their shareholders never wanted thisNetflix walks away with a $2.8 billion breakup feeWhy Paramount's share price will be one to watch⚠️ This is NOT a done deal WBD shareholder approval still requiredRegulatory clearance needed across the US and multiple territoriesThe California AG and Senator Adam Schiff are already raising red flagsNBCUniversal could still make a move — we're realistically a year away from completion💭 David's honest take: the human and brand cost of consolidation What happens to Beavis and Butt-Head, Ren & Stimpy, Yogi Bear and The Jetsons when two massive licensing teams merge?The brilliant people at Paramount and WBD who will be impacted by inevitable redundanciesWhy streaming success and licensing success are two very different things — and what Netflix does nextIf you work in licensing, retail, toys, or brand strategy, this is the episode you need to hear right now. 🎙 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!

    6 min
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About

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.

Information

  • Creator
    David Born
  • Years Active
    2025 - 2026
  • Episodes
    60
  • Rating
    Clean
  • Copyright
    © 2026 Born to License
  • Show Website
    Born to License

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