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Born to License
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.
Born to License
"Mum, I Got the Job! Now Let Me Explain Licensing…"
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 licensing industry in the simplest terms. What is licensing? Why do brands pay to use characters like Mickey Mouse or SpongeBob SquarePants? And why is licensing the hidden force behind so many of the products we use every day?
Whether you’re brand new to licensing or just want a fun, behind-the-scenes look at how it all works, this episode is the perfect place to start.
And if you have a burning question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to hello@borntolicense.com, and I’ll do my best to include it in the show.
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Mum, I Got the Job! Now Let Me Explain Licensing…
David Born:
Hi, I’m David Born. When I decided to launch a podcast about licensing, I knew I wanted it to be a little different from other podcasts on the topic. I wanted to offer those new to licensing an introduction to this incredible industry in a way that’s both interesting and entertaining.
So, I’ve decided that Season One is going to focus on unlocking the secrets of licensing by sharing some of my own experiences from almost two decades in the licensing world.
We start in 2007, when I landed my first role in licensing. One of the biggest challenges back then was trying to explain to friends and family what licensing actually was.
For this first episode, I’m inviting you into the home of my parents in Beaconsfield Upper. Home to fewer than 3,000 people, the small town I grew up in is about 45 kilometers from Melbourne, Australia. It’s a place where kangaroos are a regular sight, and it doesn’t even have a McDonald’s.
[STORY SEGMENT]
2007 is a big year. The first iPhone has just been released, and Spider-Man, Shrek, Transformers, and Harry Potter are all dominating the box office. And it’s the year I’ve started my first role in licensing.
“I got the job!” I say, my voice carrying a mix of excitement and disbelief. “It’s with a licensing agency, and I’m working with characters like SpongeBob SquarePants, Snoopy, and Dora the Explorer!”
Mum looks up from her tea, tilting her head curiously. “Licensing? I don’t think I quite understand what that means.”
I pause, realizing I’ve just stepped into an industry that most people have never heard about, even though it surrounds them daily. I lean back, thinking of how to explain it.
“Mum, you know Bunny, the toy Care Bear I’ve had since I was a baby? Well, that character’s name isn’t actually Bunny—it’s Swift Heart Rabbit, a Care Bear cousin who first appeared in the 1985 Care Bears film. And Bunny was a licensed product. The company that made it paid the Care Bears’ owners for the right to use that character on the toy.”
Her face lights up with recognition. “You carried that everywhere. It was bright blue and fluffy when you got it, and now it’s faded and bald!”
I laugh, nodding. “Exactly. That’s licensing in action. A company, like the one that made Bunny, gets permission to use a brand or character owned by someone else. They pay a fee—usually a mix of upfront money and a percentage of sales—and in return, they can make products featuring those characters.”
“But why would Care Bears want to do that?” she asks.
“Well, it’s all about expanding their reach. Care Bears, or any brand for that matter, can’t manufacture every product themselves. It’s just not practical. Licensing allows them to focus on what they do best—like creating TV shows or movies—while companies specializing in products like toys, bedding, or even toothpaste handle the manufacturing and distribution.”
Mum’s eyes widen. “Wait, toothpaste?”
I grin. “Yes, toothpaste! Believe it or not, Dora the Explorer toothpaste is one of the products I’m working on right now in this new role. It’s a win-win situation. Colgate, the company making the toothpaste, gets to attract parents and kids with a beloved character, and the owners of Dora the Explorer get paid for allowing their character to be used.”
She nods slowly, processing this. “So what do you actually do in this job?”
“Well,” I say, leaning forward, “I help connect the dots between the companies that own these brands—they’re called Licensors—and companies that want to use them—they’re called Licensees. Sometimes, there’s an Agent in the middle, like the company I’m working for, who helps negotiate and manage the deal.”
“So the Licensors own the characters, and the Licensees make the products?” she asks.
“Exactly,” I reply, feeling a swell of pride as she starts to piece it all together. “Take Disney, for example. They’re a huge Licensor. They own Mickey Mouse. Then you have the Licensee, like a company that makes kids’ pajamas. If they want to put Mickey Mouse on their pajamas, they need Disney’s permission, and that’s where licensing comes in.”
Mum pauses, her eyes narrowing thoughtfully. “Pajamas, toothpaste… what else?”
“Oh, Mum, licensing is everywhere,” I say with a grin. “You probably don’t realize it, but our house is full of licensed products.”
I look around the room, pointing to Dad’s ACDC T-shirt drying in front of the fireplace. “That T-shirt? That’s licensed.”
Then I gesture to the Snoopy-themed dog bowl on the floor. “That too is licensed.”
“What about this?” Mum asks, holding up her Winnie the Pooh mug.
“Yes—exactly! Licensed!” I say, laughing.
Her mouth drops open slightly. “I had no idea.”
“And it’s not just here,” I continue, warming to my topic. “Licensing is global. Right now, it’s a 12-figure industry. It’s what makes it possible for your favorite characters, logos, and even celebrities to appear on everything from lunchboxes to luxury handbags. It’s a thriving industry with passionate people working behind the scenes to bring these products to life.”
Mum sits back, her expression shifting to admiration. “Wow, I never realized how big this world was.”
[REFLECTION & TAKEAWAYS]
So, that was my very first conversation with my mum about licensing—trying to explain this fascinating world back in 2007. And honestly, not much has changed when it comes to how little people know about the licensing industry. It’s still one of the most pervasive yet misunderstood industries out there.
What I’ve learned over the years is that the best way to understand licensing is to break it down into its simplest form: Licensing is about connection. It connects beloved brands, characters, and stories with the products and experiences people love. It creates trust, nostalgia, and excitement in ways that are deeply personal and universal all at once.
Here are the key takeaways from this episode:
1️⃣ Licensing is everywhere. Look around your home, your wardrobe, even your pantry—you probably own dozens of licensed products without realizing it.
2️⃣ Licensing involves three key players. Licensors own the IP, Licensees create the products, and sometimes Agents act as the go-between to facilitate deals.
3️⃣ Licensing benefits both sides. For Licensors, it expands brand reach and generates revenue. For Licensees, it builds trust and emotional connection with customers.
4️⃣ It’s a global, thriving industry. From fashion to food, sports equipment to luxury cars—licensing is everywhere, powering businesses from startups to the world’s biggest brands.
What makes licensing so powerful, and why I’ve been so drawn to it, is its ability to bring joy and connection into people’s lives. It’s not just about selling products—it’s about telling stories, creating magic, and making people feel something special.
As we wrap up this episode, I encourage you to look around and see what licensed products you can spot in your own life. You might be surprised at how big a role licensing plays in your everyday world.
And if you’re just as curious as my mum was back in 2007, stick with me. In the next episode, we’re diving deeper into licensing, tackling some key terminology that will help you build your knowledge.
📩 Have questions about licensing? Send them to hello@borntolicense.com for our upcoming Q&A episode!
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🚀 See you next time on Born to License!
