Born to License

What happens when a cosplayer with 2M followers decides to create premium licensed fashion? Meet Jasmine and Vincent, the couple behind Fira x Wear who transformed a pandemic park conversation into a thriving fashion brand. From their first My Hero Academia collection to navigating anime approvals, they reveal what it really takes to build a premium licensed fashion brand from scratch. In this epi...

Preview the incredible journey of Jasmine (2M+ followers) and Vincent, who turned a pandemic idea into Fira x Wear - a premium licensed fashion brand that sold out on launch. See how they navigated their first anime license and changed the game for fan fashion. In this preview:   ✓ The pandemic park walk that started it all  ✓ Why anime approvals almost broke them  ✓ The "designer quality&quo...

The fan who became the voice of anime collaborations speaks out. Meet Caleb, the "Collab King" whose content on licensing and IP collaborations reaches millions. From predicting which anime partnerships will explode to calling out lazy logo slapping, he reveals what fans REALLY think about your licensing deals. In this episode, discover: Why limited editions matter more than brands think...

Get a first look at our conversation with Caleb, the content creator who's become the unofficial voice of anime collaborations. With millions of views dissecting every licensing deal, he knows exactly why fans love or hate your products. In this preview:  ✓ The "stinkiest fanbase" story that went viral  ✓ Why logo slapping is killing brands  ✓ The secondary market truth brands fear...

What's it like managing licensing for the world's hottest preschool brand? Michelle Ahern shares her extraordinary journey from answering a newspaper ad ("Brand Manager Wanted - Call Mike") to managing licensing for The Wiggles at their global peak—55 US licensees, sold-out Madison Square Garden shows, and theme parks across multiple continents. In this episode, discover: - How...

Preview Michelle Ahern's incredible story of managing The Wiggles at their absolute peak! From a newspaper ad to Madison Square Garden sellouts, discover what it's really like when EVERYONE wants your brand. In this preview:  ✓ The "Call Mike" story that started it all  ✓ Why they rejected every sugar deal  ✓ Fan mail you won't believe Full episode reveals: Theme park nego...

McDonald's Monopoly. Peppa Pig yogurts. That's promotional licensing—and it's everywhere. Join David Born for an eye-opening conversation with Julia Kamoda from Hasbro, who manages promotional partnerships across 1900 brands including Monopoly, Peppa Pig, Transformers, and more. Discover how these short-term campaigns drive billions in sales and create cultural moments that traditio...

Get a first look at our conversation with Julia Kamoda from Hasbro! Preview how promotional licensing drives billions in sales through McDonald's Monopoly, world record Twister games, and unexpected partnerships like Peppa Pig pregnancy announcements. In this preview: ✓ Why promotions is different to traditional licensing ✓ The 28 billion impression campaign ✓ Managing 1900 brands globally Fu...

How does Funko predict the next pop culture obsession before it even happens? Join us for an exclusive conversation with Lucy Salisbury, who orchestrates one of the most complex licensing portfolios on the planet at Funko. With over 1000 active licenses spanning Disney, Warner Bros, anime, sports, and more, Lucy reveals the strategy behind pop culture's most successful merchandising empire. I...

Get an exclusive first look at our conversation with Lucy Salisbury from Funko! In this preview, discover how one company manages over 1000 licenses from Disney to anime, predicts the next Grogu phenomenon, and transforms pop culture into collectibles worth billions. Lucy reveals: ✓ The data behind choosing which products to make ✓ Why Funko says NO more than YES (despite 1000+ licenses) ✓ How spo...

Big news, Born to License listeners! Season 2 is launching next week and David has pulled back the curtain on the licensing industry like never before. Get ready for explosive conversations with the dealmakers, risk-takers, and creative minds who transform your favourite characters and brands into billion-dollar empires. This season features exclusive interviews with industry titans managing massi...

Big news, Born to License listeners! David has some exciting announcements including exclusive interviews with licensing industry leaders launching later this month. Plus, he's created something he wishes existed 20 years ago when he walked into that infamous licensing interview knowing absolutely nothing about the industry. Introducing the Learn to License course - a comprehensive program pe...

After 9 episodes packed with stories, strategies, and behind-the-scenes insights, we’re wrapping up Season 1 with something special: a Q&A session featuring real questions from Born to License listeners around the world. From contract terms to trade show strategy to YouTube licensing requests gone wrong - this episode covers a wide range of practical, honest advice from inside the industry. We...

Sometimes the biggest licensing mistakes happen before the deal is even signed. In this episode of Born to License , I break down the most common pitfalls that trip up companies - and how to avoid them. Join me at the kitchen table as I walk through a late-night conversation that turned into a full-blown breakdown of what not to do in licensing. From mismatched IP to unrealistic timelines and hidd...

When a licensing deal really works, it’s not because of star power or nostalgia alone. It’s because it feels right . In this episode of Born to License , I dive into the one ingredient that separates forgettable partnerships from truly great ones: authenticity. Join me in a New York City boardroom as I walk a top advertising agency through iconic campaigns featuring He-Man, Buddy the Elf, and Dona...

When most people think of licensing, they picture products on store shelves - t-shirts, toys, and collectibles. But some of the most powerful licensing opportunities don’t involve physical products at all. In this episode of Born to License , I take you inside the world of non-traditional licensing - where brands extend into advertising campaigns, theme parks, live events, and digital experiences....

Signing a licensing deal is only the beginning. What happens next is the intricate and high-stakes journey of product development - where even the smallest details matter. In this episode of Born to License , I take you inside the process of how licensed products are actually brought to life, based on my time working with brands like Ben 10 and the Powerpuff Girls at Cartoon Network. From concept...

When you think of licensing, it’s easy to focus on the end product—the t-shirts, toys, or snacks on shelves. But behind every licensed product is a l icensor making strategic decisions about what deals move forward… and which ones don’t. In this episode of Born to License , I take you inside my experience as a licensor at Warner Bros. , where I reviewed  a raft of licensing proposals - from sparkl...

Licensing Expo is the biggest event in the global licensing calendar - an unmissable opportunity for brands, licensees, and retailers to connect, discover new IP, and strike game-changing deals. In this special bonus episode of Born to License , I’m pressing pause on Season 1 to bring you everything you need to know about Licensing Expo 2025 . Whether you’re attending for the first time or returni...

By the time I reached my fourth year in licensing, I thought I had a pretty good handle on the industry. I had worked with major entertainment brands - Looney Tunes, Scooby-Doo, The Simpsons. But everything changed in 2013, when I walked into my first Licensing Expo in Las Vegas. In this episode of Born to License , I take you back to that game-changing moment. I had only seen a small piece of the...

Licensing isn’t just about creativity—it’s about negotiation . And when I sat down for my first-ever licensing negotiation , I quickly learned that getting a deal across the line requires more than just knowing the numbers. In this episode of Born to License , I take you back to 2009 , where I found myself in a Melbourne café, sitting across from the brand manager of a yogurt company, leading my f...

When I started in licensing back in 2007, I quickly realized that explaining what licensing is depends entirely on who you’re talking to . In my last episode, I broke it down for my mum, focusing on characters, stories, and why licensing is everywhere. This time, I take you back to a different conversation - this one with my dad. He wasn’t interested in the fun or creativity of licensing. He wante...

When I landed my first job in licensing back in 2007, I had no idea I was stepping into a $350 billion industry that most people don’t even know exists. But my first challenge wasn’t negotiating deals or managing brands—it was explaining to my Mum what on earth licensing actually is. In this episode, I take you back to that moment, sitting in my family home in Australia, trying to break down the l...

The world of licensing is all around us—on our clothes, in our kitchens, on our screens—but how much do we really know about how it works? Born to License is here to change that. Join me, David Born , as I take you inside the $350 billion licensing industry, sharing stories from nearly 20 years in the business. In this teaser episode , I’ll give you a sneak peek at what’s to come in Season One, wh...