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. Licensing at the Oscars: The Category That Actually Matters

    3D AGO

    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
  2. 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
  3. 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
  4. 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
  5. Melbourne Toy Fair Preview: What to Expect from Australia’s Biggest Toy Fair

    FEB 23

    Melbourne Toy Fair Preview: What to Expect from Australia’s Biggest Toy Fair

    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, licensors, agents, and brand owners look ahead at the next 24 months of product and IP strategy. In this episode: 🎯 Why Melbourne Toy Fair matters for licensing Closed-door showcases from major studios and brandsEarly previews of upcoming films, anniversaries, and new IP launchesForward-looking intelligence you won’t see publicly🔥 What’s likely to dominate the floor K-Pop Demon Hunters momentum after London and New York Toy FairThe continued strength of Spider-ManWhy Bluey is an unstoppable force in Australia🛍️ Smart category expansion in action Paw Patrol moving into premium homewares via Adairs KidsWhat that says about long-term IP positioning👟 The Crocs × LEGO drop strategy breakdown A $150 brick-shaped clogSold out in hoursDebuted at Paris Fashion WeekWhy hype, attention, and cultural conversation matter more than wearabilityDavid also shares why he’s prioritizing Australia more strategically this year — and what he’ll be looking for on the show floor to gauge where the licensing industry is headed in 2026 and beyond. If you work in licensing, retail, toys, or brand strategy, this episode is your insider preview before the doors even open. 🎙 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
  6. I Visited the World’s First SpongeBob Restaurant + Hippo Blue + Labubu

    FEB 16

    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
  7. How Hippo Blue Scaled with Disney Licensing - Special Episode

    FEB 12 · 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
  8. 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
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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
    56
  • Rating
    Clean
  • Copyright
    © 2026 Born to License
  • Show Website
    Born to License