🎙️ Episode 10: Your Licensing Questions, Answered (Season Finale)

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’ll cover:

• What cross-collateralization really means—and when to avoid it

• How to make the most of Brand Licensing Europe as a first-time exhibitor

• What happens when you import branded goods without a license

• Why using cartoons on YouTube is trickier than you think

Whether you’re brand new to licensing or decades deep, this episode offers valuable insights, and a heartfelt thank-you for being part of our Season 1 journey.

🎧 Listen now on your favorite podcast platform and stay tuned for Season 2, launching later this year with industry interviews, advanced topics, and more licensing wisdom from across the globe.

🎙 Born to License – Hosted by David Born

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👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

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Chapters

• 0:00 Welcome to the Season Finale
• 2:02 What is Cross-Collateralization in Licensing?
• 5:13 First-Time Exhibitor Tips for Brand Licensing Europe
• 8:19 Caught Without a License: What Happens When Customs Stops Your Shipment
• 10:32 Can I Use Cartoons on My YouTube Channel?
• 12:16 Season One Wrap-Up & What’s Coming in Season Two

Transcript

Welcome to episode 10 of Born to License. I can't believe we're already 10 episodes in and at the final episode of season one. This podcast started as a simple idea to share my journey through the licensing world and hopefully help others along the way. It's turned out to be one of the most enjoyable projects I've ever worked on. I've genuinely loved hearing from listeners, whether you're new to licensing or deep in the industry, and I'm grateful to every single person who's tuned in, shared an episode, or sent through a message. The goal from day one was simple to demystify licensing and make it more accessible to show that, yes, it's a $350 billion industry, but more importantly, it's full of opportunity, creativity and community. So thank you for coming along for the ride. 

 Let's dive into this special Q and A episode where I'll be answering some of the great questions you've sent over the past few months. Let's start with a question from Ben. He says, hi David, I've been in licensing all my career, nearly seven years now, working as both a licensee and a licensor. I'm moving from account management into licensing sales on the licensor side, which is new territory for me. I'd love to hear your thoughts on cross collateralization of minimum guarantees and what you see as the benefits and drawbacks. Well, thanks Ben for the question, and congrats on the move into licensing sales. It's such an exciting part of the industry, especially when you already understand the process from both sides like you do. So let's talk about cross collateralization. 

 To be honest, this is the concept that even experienced licensees may not be fully across. That's because in many cases, cross collateralization is simply assumed in licensing deals. It often isn't even spelled out, it's just how the MG is structured by default. But it's still important to understand what it really means and how it impacts both parties. For anyone unfamiliar, this refers to when a licensee has rights across multiple categories, territories, or properties under one agreement, and the royalties from one area can be used to offset the shortfall in another, all counting towards a single minimum guarantee, also known as the mg. So what is cross collateralization? It means that the minimum guarantee across multiple deal components like different territories, product categories, or even brands, is combined into one total amount rather than being separated out. 

 For example, if a licensee is licensing two different properties under one agreement and the MG is cross collateralized, they're allowed to meet the overall guarantee Using revenue from either property. That flexibility can be helpful, especially if one performs better than the other. But when a deal is non cross collateralized, it's a very different story. In that case, the contract will clearly assign individual MGs to each territory, category or property and the licensee is expected to meet the target for each one separately. That's a lot more risky for the licensee for a few reasons. One, underperforming areas can't be balanced out by stronger ones. Two, they have less flexibility if a brand doesn't gain traction, and 3 they risk falling short in one area even if the total revenue is strong. So why would a licensor prefer a non cross collateralized deal? 

 Well, it's often about ensuring focus and accountability. If multiple brands are involved, a licensor doesn't want the licensee to put all their energy into one and ignore the others. By separating the MGs, they're making it clear that each property, market or category matters and deserves proper attention. So in short, cross collateralization gives the licensee flexibility and that can help get a deal over the line. But non cross MGs give the licensor more control and ensure a more balanced approach across their portfolio. Both have their place in licensing, but it's important to know what you're signing up for. The next question comes from Menoj. What should a first time exhibitor representing an emerging brand focus on at Brand Licensing Europe to maximize the chance of securing initial licensing deals? What can I do before, during and after to get the most out of the exhibition? 

 Well, thanks so much for the question, Manoj. This is a great question, especially for those newer brands exhibiting at a licensing event for the first time. Exhibiting at Brand Licensing Europe or any other major licensing trade show can feel overwhelming, but it's also one of the most powerful opportunities to get your brand in front of the right people. Here's how I'd break it down across the three key phases before, during and after the show. Before the show, preparation is absolutely everything. Firstly, know your pitch. Be crystal clear on your brand story, your vision and why it would make a great license for product practice saying it in under a minute. This is your elevator pitch. Identify target categories. Whether it's apparel, stationery, toys or wellness. Know which categories your brand is best suited to. Book meetings in advance. This is really important. 

 Don't wait for people to pass by. Reach out to prospective licensees, agents and retailers before the show and ask for short meetings at your booth. Prepare materials, have a one pager or simply a brochure that explains your brand vision and what you're looking for. Visuals matter. And lastly, stand preparation. Make sure your stand is looking great with amazing visuals that will stop people in their tracks. You'll be competing with a lot of other big brands vying to capture visitor attention, so your stand needs to be looking its very best. Let's move on to what you should be doing during the show. Be visible and intentional. Stand with confidence. Be at your stand, engaged and welcoming. Don't sit behind your table looking down at your phone. You also need to tailor that pitch. 

 If a licensee from a toy space walks up, tailor your pitch to why your brand would make a great toy. The more relevant, the better. Ask questions. Show genuine interest in what the other person does. Licensing is a relationship business and be selective. It's okay if not everyone is a fit. Focus on building real connections, not just handing out business cards. And then after the show, that's when the real work begins. Follow up quickly within three to five days. Send personalized emails to everybody you spoke with. Reference the conversation and suggest a next step. Prioritize hot leads. Focus on the companies that showed real interest, whether it's a second meeting, sample request or a proposal. And stay in the game. Sometimes it takes months for a deal to come together, sometimes even longer. Keep following up, share updates and build momentum. 

 Manoj Go into BLE with clarity, confidence and a collaborative spirit. The energy at these shows is contagious and I have no doubt you'll leave a strong impression. I'm wishing you an incredible show. On to the next question. Hi David, I recently placed an order for a branded product range from a manufacturer, not realizing I needed an official license to import and sell those goods. Unfortunately, the shipment was stopped at the airport and now I'm facing a big financial loss. What should I do? Well, this is a really tough situation and unfortunately you're not alone. This kind of mistake happens more often than people think, especially with first time sellers or entrepreneurs who are new to licensing. Here's the thing. Anytime you're using someone else's brand, whether it's a name, logo or character, you need official permission from the owner of the intellectual property. 

 That permission comes in the form of a license agreement and without it, importing and selling branded goods is considered copyright and trademark infringement. Now, when a shipment like this gets stopped by customs, it's usually because the brand owner has put protective measures in place. They might even have brand protection teams actively monitoring imports to prevent counterfeit and unauthorized products from entering the market. This is a good thing. It protects the brand, the licensees who do have a proper agreement, and ultimately the customer. So what can you do now? You could start by contacting the brand owner or the licensing agent directly. Be honest about the situation. Ask if there is a path forward. Whether there's perhaps a one time agreement or an official license or some other resolution. Talk to the supplier. 

 If they sold you branded product without ensuring you had the rights to import or sell it, that's a big red flag. They may have some responsibility here and it's worth having a serious conversation and certainly learn from the experience going forward. Never assume that branded product is okay to sell just because it's available to buy. If you didn't sign a license agreement or if the product isn't officially licensed, it's a huge risk for anyone listening, Let this be a reminder, licensing is not just about opportunity, it's also about responsibility. Get the right agreements in place first. It'll save you time, money and a lot of stress. And to the person who sent this in, thank you for being brave enough to ask the question. Let's move on to the last question. 

 Hi David, I want a license to show cartoon videos on my YouTube channel without any copyright issues. Please can you tell me how to do that? Well, that's a really important question and I want to be really honest when answering it. If you're thinking about showing cartoon videos on your YouTube channel, even with good intentions, you're stepping into dangerous territory when it comes to copyright. The reality is licensors almost never grant YouTube licenses to individuals or small creators. These are multi billion dollar brands and they have very specific content strategies, especially when it comes to platforms like YouTube. Many of them already run their own official channels and protecting their content is a huge priority. Even if you offer to pay for a license, the answer will very likely be no. 

 They're not set up to approve these kind of requests, and licensing their IP for YouTube use is simply not something that they do. That's why my advice is don't go down this path. It's not worth the risk of takedown notices, copyright strikes, or worse, legal action. You're better off focusing your energy on creating original content or commentary that's inspired by your interests rather than relying on uploading or showing actual cartoon footage. Respecting IP is a big part of working in licensing, and the sooner you start building with that mindset, the better. But thanks so much for your question. Look, I know it's not the answer everyone hopes for, but it's the truth. And I feel like it was my responsibility to make that clear. 

 And that wraps up this special Q and A episode and the final episode of Season one of Born to License. Thank you so much for tuning in. Whether this was your first episode or if you've been listening since the very beginning, it's been such a rewarding experience sharing my licensing journey with you, and I hope this series has helped demystify the licensing industry, whether you're just starting out or already working in the space. But don't go far. Season two is already in the works. We'll be diving even deeper with interviews from licensing professionals across the industry, licensees, licensors, agents and creatives who all play a role in bringing licensed products and partnerships to life. If you've got a burning question, a topic you'd love to see covered in Season two, or someone you think I should interview, I'd love to hear from you. 

Just reach out. My inbox is always open. Hello@borntolicense.com thanks again for being part of the journey, and I'll see you in Season two.