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. Star Wars' Big Moment

    2D AGO

    Star Wars' Big Moment

    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 rightsHow that decision reshaped the licensing industryThe real value of owning IP🧸 The Toy Boom That Shocked the Industry How Kenner turned Star Wars into a retail phenomenonThe famous “empty box” Christmas strategy$100M in sales from a $100K deal💼 Owning the Rights = Owning the Future How Lucas regained full merchandising controlBuilding an empire through LucasfilmWhy merchandise outperformed the films💰 The Disney Acquisition The $4.05B deal that changed entertainmentWhy Star Wars remains one of the most valuable IPs ever🌍 Evergreen Licensing in Action Why kids love Star Wars without watching the filmsHow characters like Grogu drive product demandWhat “cultural IP” really looks like🛍️ Real-World Licensing Example How Hippo Blu brought Star Wars into personalized productsFrom kids’ backpacks to adult collectiblesA masterclass in understanding your audience📺 Iconic Brand Collaboration The legendary Volkswagen Super Bowl adHow Star Wars helped create one of the most viral ads everWhy 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: RetailContentExperiencesEveryday lifeThat’s what makes it one of the greatest licensing success stories of all time. 🎯 Who This Is For Licensing professionals & brand managersIP owners & entertainment executivesRetail & consumer product teamsAnyone 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!

    7 min
  2. Big Licensing Moves You Need to Know | What You Missed in Licensing (While I Was Offline)

    APR 27

    Big Licensing Moves You Need to Know | What You Missed in Licensing (While I Was Offline)

    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 yearsHow evergreen IP creates long-term licensing valueWhy timing matters (anniversaries + upcoming releases)💼 Warner Bros. Discovery x Paramount The $111B merger reshaping the licensing landscapeWhat IP consolidation means for licenseesWhy relationships are more important than ever☕ Starbucks x The Devil Wears Prada 2 Turning cultural moments into brand partnershipsWhy the best licensing collaborations feel authenticActivating 20+ years of brand association📺 Netflix x Stranger Things Extending IP beyond the end of a seriesNew formats, new audiences, new product linesHow to maximize long-term franchise value🎨 Peppa Pig x Canva Meeting audiences where they already areLeveraging 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 managersRetail & product teamsMarketing and partnerships leadersAnyone 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!

    5 min
  3. I’m at Everest Base Camp… Here’s What to Listen To

    APR 20

    I’m at Everest Base Camp… Here’s What to Listen To

    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 agentsLicensing lawyers and thought leadersBehind-the-scenes insights from the Born team📈 Deep dives into major topics The Warner Bros. Discovery story and what it means for licensingThe licensing strategy behind The Super Mario Bros. MovieTrends shaping the future of IP and brand partnerships💡 Practical insights you can apply How licensing works in the real worldWhat makes partnerships succeedLessons from real case studiesWe’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 🔹 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!

    1 min
  4. The Smart Way to Start Licensing - David with It’s No Fluke Podcast

    APR 13

    The Smart Way to Start Licensing - David with It’s No Fluke Podcast

    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 brandsWhy new licensees often get rejectedThinking long-term (3–4 year strategy)🎯 The smarter way to enter licensing Starting with “hungry” brands open to new partnersBuilding credibility before going after A-list IPCreating a clear pathway to bigger deals📈 Real case study: from first deal to major success Working with Care Bears (via CloudCo) as a first خطوةScaling into a major opportunity with WickedHow collectability doubled customer spend💡 Key insight: licensing is a journey Why momentum matters more than starting bigHow smart brand selection drives long-term successTurning one deal into manyThe 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  🔹 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!

    4 min
  5. Licensing Expo Is Coming + I Trained for 6 Months… Then Everything Changed

    APR 6

    Licensing Expo Is Coming + I Trained for 6 Months… Then Everything Changed

    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 setbacksWhy a cancelled race led to a new adventureEverest Base Camp: the next big challenge🎯 Licensing Expo: behind the scenes What changes when you go from attendee to exhibitorThe complexity of building a boothWhy preparation is everything🤝 What really happens at Expo Hundreds of meetings, events, and opportunitiesWhy schedules fill up faster than you thinkThe importance of planning ahead🎙 What’s new this year Live Born to License podcast recordings from the show floorSpeaking on AI and licensingThe 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 licensingThe risk vs reward of backing new IPWhy the industry still leans toward established franchisesThe 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  🔹 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. What Super Mario Teaches About Licensing

    MAR 30

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

    MAR 26 ·  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
  8. 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
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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
    65
  • Rating
    Clean
  • Copyright
    © 2026 Born to License
  • Show Website
    Born to License

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