Beyond the Shelves: Licensing in Advertising, Theme Parks, and Live Experiences

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. I’ll share the story of a creative collaboration between the Powerpuff Girls and Volkswagen, and how licensing outside of retail can drive massive brand engagement.

We’ll cover:

• Why licensing isn’t just about merchandise

• How advertising, theme parks, and live events keep brands alive

• The power of emotional storytelling in licensing deals

• Why a strong licensing strategy is about more than products—it’s about brand expansion

If you’ve ever wondered how your favorite characters end up in unexpected places, this episode pulls back the curtain.

🎧 Listen now on your favorite podcast platform—and stay curious, because licensing is everywhere.

🎙 Born to License – Hosted by David Born

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Chapters

• 0:00 Welcome Back: Expanding the Definition of Licensing
• 3:58 The Powerpuff Girls x Volkswagen Campaign: How It Started
• 5:23 Creative Alignment vs. Brand Protection
• 6:18 Licensing Beyond Merchandise: Advertising, Theme Parks, and More
• 8:13 Why Non-Traditional Licensing Matters
• 9:11 Key Takeaways: Expanding Brand Reach Beyond Retail
• 10:20 Next Time: Why Authenticity is Everything in Licensing

Transcript

 Hi, I'm David Born, and welcome back to Born to License. Over the years, I've worked on licensing deals that have put some of the world's most recognisable brands into the hands of consumers on everything from toys and apparel to homewares and fmcg. But licensing doesn't just happen on store shelves. Some of the most exciting and high impact licensing deals don't involve physical products at all. In our last episode, we explored the product development journey, how licensed products move from an idea to reality, and the layers of approvals and attention to detail that go into every launch. But some of the biggest licensing opportunities exist far beyond consumer products. Characters and brands are constantly being licensed into theme parks, live events, brand partnerships, and advertising campaigns, sometimes in ways you'd never expect. 

 Imagine a family walking through a theme park, stepping into an attraction based on their favorite animated series. Or a car brand launching a commercial that features a well known cartoon character to create a powerful emotional connection with viewers. These deals don't involve selling merchandise, but they can be just as valuable, driving massive exposure, strengthening brand affinity, and reaching new audiences in ways that physical products can't. When I moved to London to work at Cartoon Network, I saw this in action. I was managing licensing partnerships for brands like Ben 10, Adventure Time, and the Powerpuff Girls. And while a big part of my job was working on food and beverages, I was also involved in deals that placed these characters in completely different spaces. Like advertising campaigns, these deals brought our brands to life in ways that traditional licensing never could. 

 One of the most interesting projects I worked on was a Powerpuff Girls campaign for Volkswagen. At first, pairing a cartoon series with a car brand might not seem like an obvious fit, but this collaboration was smart, strategic, and incredibly effective. It was a perfect example of how licensing isn't just about putting characters on products. It's about finding new ways to integrate them into people's lives. In this episode, we're diving into the world of non traditional licensing, where brands go beyond consumer products and into advertising, theme parks and live experiences. And I'll take you behind the scenes of how we bought the Powerpuff Girls into a Volkswagen ad campaign and why it worked so well. So let's get started. It's 2014, and I'm sitting in a conference room in London across from a group of advertising executives. 

 They're representing Volkswagen, and today's meeting is about something different from the usual licensing conversations I have. I'm used to talking about consumer products, food and drink, toys, clothing, homewares. But today we're here to discuss the Powerpuff Girls In a Volkswagen commercial, the creative team pulls up their deck and gets straight into it. Volkswagen is launching a new campaign. They say it's about how life changes when you become a parent, how your priorities shift. The campaign will follow a father who once lived a carefree, independent life, but now his world revolves around his daughter. They click to the next slide. He trades his home office for a pink bedroom. He shops for new shoes, but ends up carrying shopping bags for his wife and daughter. At a baseball game, he's constantly stepping away to take care of his child. 

 And at home, he no longer gets to pick what's on tv. He's sitting on the couch watching the Powerpuff Girls with his daughter. That's the moment that catches my attention. So I say, leaning forward, the Powerpuff Girls aren't just a reference in the background, they're a key part of the story. The agency nods. Exactly. The commercial is about embracing change. At first, he's adjusting to these shifts in his life, but by the end, he wouldn't trade it for anything. Sitting down to watch the Powerpuff Girls with his daughter isn't just a chore, it's something that he enjoys. It's brilliant insight. The Powerpuff Girls have always had a cross generational appeal, a show that today's parents grew up watching and now share with their kids. This campaign plays into that emotional connection. But as a licensor, I know this isn't just about creative alignment. 

 There are brand considerations that need to be addressed. Well, I love the concept, I say, but a few things need to be clear. First, we'd need to approve the exact footage being used, and we'd need to see the storyboards and various stages of editing just to make sure we're comfortable with the whole commercial. And second, the way the Powerpuff Girls are positioned in the ad has to be positive. They're not something that dad is suffering through, but something he genuinely enjoys with his daughter. The agency assures me that's their intention. Then one of them leans back in the chair and chuckles. You know, when we first bought this idea to the client, weren't even sure if it was possible to license a TV clip for an ad, he says. I think they just assumed licensing was all about products. 

 T shirts, toys, backpacks, stuff like that. I nod. I'd heard this before many times. Yeah, most people do, I say. Consumer products are the most visible side of licensing. When people see a brand outside of its original format, it's usually something physical a T shirt, a lunchbox, a toy. But the truth is, licensing is so much bigger than that. The agency team is listening closely now. There are plenty of ways a brand can be licensed beyond just products. Advertising is one. But we also license our characters for theme parks, digital experiences, video games and live events. One of them raises an eyebrow. Wait, theme parks? You mean like how Disney has Disneyland? Exactly, I say. Cartoon Network has its own theme park deals. 

 We've worked with partners to bring Powerpuff Girls, Ben 10, and Adventure Time to life in various branded attractions around the world. It's a huge part of licensing, creating immersive experiences that lets fans interact with their favorite brands in real life. That's wild, one of them says. So technically, a brand like Powerpuff Girls could exist on theme parks, in an advertising campaign like this, and on a backpack all at the same time. Exactly, I say. And it all serves the same purpose. Keeping the brand alive, relevant and exciting for new generations of fans. There's a pause as they take that in. I'll be honest, I thought this meeting would just be about securing rights to a TV clip, one of them finally said. But this whole conversation has opened up so many ideas for how brands can be leveraged in marketing. 

 Maybe we need to think even bigger. I smile. And that's what I love about licensing. People come in with one idea, and by the time they leave, they realize that possibilities are endless. Well, I say let's get this campaign over the line first. Then we'll see where we can take things next. So there you go. Licensing goes far beyond consumer products. Whether it's a TV clip in an advertising campaign, a fully immersive theme park experience, or a mobile game that lets fans interact with their favorite characters, licensing has endless possibilities. Most people think of tangible products when they hear the word licensing. And yes, a Powerpuff girls backpack or Ben 10 action figure is a big part of the business. 

 But when you step back and look at the bigger picture, you realize that licensing is about expanding a brand's presence in new and unexpected ways. A well placed advertising campaign can introduce a brand to a new audience. A theme park ride can create lifelong emotional connections. A digital game can keep a brand relevant for the next generation. And as I learned during my time at Cartoon Network, all of these licensing extensions work together to keep an IP alive and thriving. So here are some key takeaways from that episode. Number one Licensing is more than just products Consumer products may be the most visible side of licensing, but IP can also be extended into advertising, theme parks, video games, live events and digital experiences, just to name a few. Number two, Advertising can be a powerful licensing tool. 

 Featuring a brand or character in TV commercial isn't just about nostalgia. It helps keep the brand relevant and in front of new audiences. Number three, Theme parks and live experiences are major licensing opportunities. From character meet and greets to full scale theme parks and live attractions, licensing helps beloved IP into real world experiences that fans can engage with beyond screens and products. And finally, number four, the right licensing strategy keeps a brand alive. A strong licensing program isn't just about one off deals, it's about strategic expansion, ensuring the brand stays relevant across multiple industries. But while licensing opportunities are vast, there's one non negotiable factor that determines whether a deal is a success or a failure, and that's authenticity in the Next Episode we're fast forwarding a few years to when I had already launched my own company, Born Licensing. 

 As I started working on advertising campaigns featuring major film, TV and gaming brands, I quickly realized that authenticity was everything. A brand partnership only works if it feels right. If a character is placed in an ad or a product or an experience that doesn't align with their identity, fans will notice and they'll call it out. So how do you ensure authenticity in licensing? How do you find the perfect balance between creative storytelling and brand protection? We'll dive into all of that next time. As always, if you have any questions about licensing, send them my way. We'll be answering listener questions in the final episode of the season. So if there's something you've always wanted to ask about the industry, now is the time. Our email is helloorntolicense.com thanks for joining me at Born to License. Until next time, stay curious. 

 Licensing has a way of showing up in places you'd never expect.