Born to License

The 4th of July is the most patriotic day on the American calendar. But behind the fireworks, the flags, and the hot dogs, there's a full-scale licensing program — official logos, vetted partners, and over 200 companies signed up to carry the mark. In this episode, David Born breaks down the America 250 licensing program: what it is, who's running it (LA-based agency Global Icons), how b...

A limited edition CamelBak x Crayola water bottle went viral on LinkedIn with 9.5 million views — and almost nobody mentioned the word licensing once. In this episode, David breaks down how a product that launched quietly in November 2025 suddenly exploded seven months later, why the internet called it "brand collab genius" instead of what it actually was, and what that reveals about how...

Toy Story 5 is taking over - and this episode breaks down exactly why from a licensing perspective. In this episode of Born to License , I’m coming to you from Los Angeles (new home!) after moving from Brazil - and diving straight into one of the biggest licensing moments of the year. From airports to retail stores to immersive brand activations, Toy Story 5 is everywhere . I predicted earlier thi...

I’m moving to Los Angeles - and this isn’t a lifestyle decision. It’s a strategic one. In this episode of Born to License , I break down why LA is the global center of the licensing industry , and why being physically close to the biggest IP owners in the world matters more than ever. From Disney and Netflix to Warner Bros. and Mattel, the companies shaping global entertainment — and licensing — a...

In this episode of Born to License , we break down one of the biggest conversations in Hollywood right now — and why the licensing perspective tells a completely different story. Two low-budget films created by YouTube-native directors have shocked the industry, outperforming expectations and even competing with major franchises like Star Wars at the box office. But here’s the real question: 👉 Do...

What really happens at Licensing Expo? After 13 years attending - and exhibiting for the first time - this is the honest breakdown of Licensing Expo 2026 in Las Vegas. No highlight reel. Just real insights, real numbers, real costs - and what actually matters if you're in (or entering) the licensing industry. This year’s event confirmed one thing: licensing is booming. With the industry now v...

What really happens at Licensing Expo? In this episode of Born to License , David Born shares a behind-the-scenes look at Licensing Expo 2026 in Las Vegas - from speaking about AI in licensing , to insights from his team on the ground, to conversations with exhibitors building the next wave of IP. This isn’t just a highlight reel. It’s a real-time look at where the licensing industry is heading ....

The biggest week in licensing is here. In this special episode of Born to License , we’re on the ground in Los Angeles just days before Licensing Expo 2026 — and for the first time ever, the entire Born team is together. Before the show floor opens, David sits down with the team to answer three key questions:  👉 What IP will dominate the show?  👉 What advice would you give first-time attendees?...

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...

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...

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 collaborati...

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 a...

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 hardes...

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...

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 desi...

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 -...

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 re...

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. Whil...

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 consist...

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...

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...

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...

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 20...

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 Labu...

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 IP Why lice...