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. I Visited the World’s First SpongeBob Restaurant + Hippo Blue + Labubu

    1D AGO

    I Visited the World’s First SpongeBob Restaurant + Hippo Blue + Labubu

    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: 🍔 Experiential Licensing Done Right David visits the world’s first standalone SpongeBob restaurant — a fully immersive, permanent location that proves licensing isn’t just about products… it’s about memories. Why experiential IP is booming — and what brands must get right to protect long-term value. 🏭 Behind the Scenes at Courtney Brands (Hippo Blue) An inside look at how licensed products from Disney, Warner Bros., and Paramount are brought to life — from design to compliance to production. Including the numbers that matter: 400% increase in customer acquisition after launching Disney ranges30% year-on-year business growthWhat this case study teaches about doing licensing properly — and respectfully. 📈 Have We Reached Peak Labubu? After explosive 700% growth and a $420M breakout year, resale prices are falling and production is scaling. David shares his insights (featured in Campaign Asia) on whether Labubu becomes the next Hello Kitty… or the next Beanie Babies. Key questions: Can Pop Mart build long-term storytelling?Will selective licensing protect the brand?Is this a multichannel IP in the making?Across all three stories, one message is clear: Great licensing isn’t about slapping a character on a product. It’s about respect for the IP, strategic partnerships, and quality execution at every touchpoint. If you work in licensing, retail, brand strategy, entertainment, or collectibles — this episode is packed with practical insights. Campaign Asia "Have we reached peak Labubu?: https://www.campaignasia.com/article/has-labubu-already-peaked-charting-the-rise-and-fall-of-the-ugly-cute-viral-toy SpongeBob SquarePants restaurant visit: https://youtu.be/8kkjJjoOBJU 🎙 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!

    17 min
  2. How Hippo Blue Scaled with Disney Licensing - Special Episode

    5D AGO · BONUS

    How Hippo Blue Scaled with Disney Licensing - Special Episode

    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 400% increase in acquisition)How personalization became a competitive advantageWhat brands must get right before approaching licensorsThis episode is essential viewing for founders, brand owners, and anyone considering licensing as a growth strategy. 🎙 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!

    44 min
  3. Super Bowl Preview: Why Licensed Ads Steal the Show

    FEB 6

    Super Bowl Preview: Why Licensed Ads Steal the Show

    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 moments to cut through the noise — and why licensing is often the secret weapon behind the most memorable commercials. In this episode, David covers: Why licensed characters outperform celebrities in Super Bowl adsHow nostalgia creates instant emotional connection at scaleDifferent ways brands license IP — from recreating iconic scenes to bespoke animationBehind-the-scenes licensing challenges most viewers never think aboutStandout Super Bowl campaigns from the past decade, including:Facebook × RockyJeep × Groundhog DayMountain Dew × The ShiningPringles × Rick and MortyDoorDash × Sesame StreetCadillac × Edward ScissorhandsBooking.com × The MuppetsEarly looks at 2026 Super Bowl licensed ads, including:Xfinity × Jurassic ParkExpedia × Ken from BarbieDavid also explains why modern Super Bowl licensing isn’t just about quick nostalgia hits — it’s about long-term partnerships, brand alignment, and cultural relevance. If you work in licensing, marketing, brand strategy, or entertainment, or you simply love breaking down iconic ads, this episode will completely change how you watch the Super Bowl. 🎙 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
  4. What AI Means for Licensing (Opportunities, Risks & Reality)

    FEB 2

    What AI Means for Licensing (Opportunities, Risks & Reality)

    AI is moving fast — and the licensing industry can’t afford to ignore it. In this episode of Born to License, David Born breaks down what artificial intelligence really means for licensing, brand owners, licensees, and consumer products teams — beyond the hype and headlines. From creative development and approvals to brand protection and scalability, AI has the potential to reshape how licensing businesses operate. But it also raises serious questions around IP ownership, authenticity, quality control, and trust. This episode explores where AI can add real value — and where human judgment, creativity, and brand guardianship remain irreplaceable. In this episode, you’ll learn: How AI is already being used across licensing and consumer productsWhere AI can improve efficiency (and where it creates new risks)What AI means for brand protection and IP controlWhy approvals, governance, and brand standards matter more than everThe opportunities for licensors and licensees who adopt AI thoughtfullyWhat the licensing industry needs to get right as AI continues to evolveWhether you’re a licensor, licensee, agent, creative, or brand strategist, this episode will help you understand how AI fits into the future of licensing — and how to approach it responsibly. 🎧 Next episodes: More practical insights on licensing strategy, industry trends, and how to stay ahead in a rapidly changing landscape. 🎙 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!

    16 min
  5. Las Vegas Licensing Expo: How to Prepare Now (Before It’s Too Late)

    JAN 26

    Las Vegas Licensing Expo: How to Prepare Now (Before It’s Too Late)

    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 - whether you’re a first-timer or a seasoned attendee. In this episode, you’ll learn: Why Licensing Expo preparation starts months before MayHow to build a smart target list and secure meetings earlyWhy licensor showcases are strategic goldmines (and how to get invited)How to plan meetings realistically inside a massive venueWhere to stay — and how to save thousands on accommodationWhat to bring (and what not to bring) to the show floorHow to manage food, hydration, and energy during long daysWhy Thursdays can be your secret weapon for last-minute meetingsDavid also shares real-world tips from attending Licensing Expo year after year — including mistakes to avoid, how to move around efficiently, and how to stay sharp through three intense days of dealmaking. If you’re attending Licensing Expo 2026 — or thinking about it — this episode will help you arrive prepared, focused, and ahead of the pack. 🎧 Next episode: The rise of AI in licensing — and what it means for brands, licensors, and licensees. 🎙 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!

    12 min
  6. David’s Hot Take - which Movies will be Licensing Hits in 2026?

    JAN 19

    David’s Hot Take - which Movies will be Licensing Hits in 2026?

    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 fail at retail — while others dominate shelves worldwide. In this episode, you’ll hear: The biggest licensing lesson from 2025’s surprise hit K-Pop Demon HuntersWhy licensing success requires betting on properties before audiences doDavid’s licensing score (out of 10) for 2026’s biggest films, including:Toy Story 5Spider-Man: Brand New DayAvengers: DoomsdayThe Mandalorian & GroguMinions 3Super Mario GalaxyMoana (Live Action)Supergirl: Woman of TomorrowWhich studio David believes will win the licensing battle in 2026Why evergreen IP often outperforms tentpole-driven franchisesIf you work in licensing, retail, brand strategy, or entertainment, this episode will change how you look at theatrical releases — and what actually matters when it comes to consumer products. 🎧 Next episode: Why you need to start preparing now for Licensing Expo — and the biggest mistakes brands make every year. 🎙 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!

    20 min
  7. The Power of Peanuts: Why Peanuts Is Worth $1.1 Billion (And What That Teaches About Evergreen IP)

    JAN 12

    The Power of Peanuts: Why Peanuts Is Worth $1.1 Billion (And What That Teaches About Evergreen IP)

    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 curtain on licensing approvals, brand protection, and why the systems behind billion-dollar IP exist for a reason. In this episode, you’ll learn: Why Sony’s Peanuts acquisition validates the power of evergreen IPWhat a $1.1B valuation actually means operationally in licensingHow Peanuts generates $3.2B in retail sales across 1,200+ licensesWhy licensing approvals take time — and why that’s a good thingHow small brands can successfully license billion-dollar IPWhy Peanuts continues to resonate with Gen Z without blockbuster filmsThis episode is essential listening for anyone curious about brand equity, licensing strategy, IP protection, or how iconic brands like Peanuts stay culturally relevant for over 75 years. 🎧 Next episode: David shares his movie predictions for 2026 — and which theatrical releases will (and won’t) drive licensed product sales. 🎙 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!

    15 min
  8. 2026 Predictions: Consolidation, Tentpoles, and the Future of Licensing

    JAN 5

    2026 Predictions: Consolidation, Tentpoles, and the Future of Licensing

    2026 could be the most transformative year in licensing history. From the potential Netflix-Warner Bros. mega-merger to one of the most stacked theatrical lineups we've seen in years, the licensing landscape is about to change dramatically. In this episode, David Born breaks down everything you need to watch in 2026: the consolidation dominating headlines, the exodus of licensing talent reshaping the competitive landscape, and the massive theatrical releases that will drive consumer products - from Super Mario Galaxy and Toy Story 5 to Avengers Doomsday and Narnia. Plus, David explores the trends that will define the year ahead: AI's impact on licensing, the explosion of characters in advertising, retailers desperate for differentiation, and the continued power of nostalgia brands. Whether you're a licensor, licensee, or retailer, this episode gives you the strategic insights you need to navigate 2026 successfully. Key Topics: Netflix-Warner Bros. Discovery deal and consolidation ripple effectsThe biggest theatrical releases of 2026 and their licensing implicationsWhere displaced licensing talent will land—and how it will reshape the industryAI, digital licensing, and emerging trends you can't ignorePublic domain chaos, dynamic royalty models, and emerging marketsMajor licensing events and why you need to be thereMentioned in this episode: Super Mario, Pixar's Hoppers, The Devil Wears Prada 2, The Mandalorian & Grogu, Masters of the Universe, Toy Story 5, Supergirl, Moana (live-action), Spider-Man, Narnia, Avengers Doomsday, and more. 🎙 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!

    11 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
    51
  • Rating
    Clean
  • Copyright
    © 2026 Born to License
  • Show Website
    Born to License