How Licensing works
We work with innovative companies that want to grow their business by licensing third-party brands but don’t have the experience, relationships or resources to do it on their own.
Discovery
To understand which licenses are most suitable, we get to know you and your company first. We develop a deep understanding of your customer base and what matters most to them, as well as the breadth of your business – including the markets you operate in and where your products or services are sold.
Finding the right partner
We always stay up to date with the latest trends in licensing, helping us establish which licenses are most suitable for your product or service – as well as those that aren’t. This might involve developing a longer-term licensing strategy for the next 12-18 months.
Pitching and negotiation
Anyone can reach out to a licensor and ask for a license. What matters is getting in front of the right person, with the right pitch, at the right time. We have those relationships, and that makes a real difference. When a pitch comes from Born to License, it is taken seriously. We shape the opportunity, present it on your behalf, and make sure the right information is shared from the start. If the licensor wants to move forward, we handle the negotiation process too, covering everything from minimum guarantee and royalty rate to product categories, markets, and the wider commercial terms.
Securing the deal
Once the terms have been agreed, the licensor will draft the license agreement. We’ll oversee the entire process and provide support when needed.
Access to assets
We’ll then facilitate the release of assets to ensure you have all the artwork you need to create an incredible licensed product, from style guides and character poses to logos, background images, fonts, patterns and line art.
Brand assurance and
product development
This is one of the most critical and time-consuming parts of the licensing process. Licensors have clear brand guidelines that must be followed, and approvals are needed at multiple stages across the product, packaging, and marketing materials. Our world class team is dedicated to managing this process, bringing decades of cross category product development experience. We know what strong licensed products look like, how to navigate approvals efficiently, and how to keep development moving while protecting brand integrity. We manage the process end to end, helping everything stay on track and move forward smoothly.
Launch
When your product is ready to launch, we’ll be right by your side to help market the product. This might include an approved press release, marketing and advertising, social media content, in-store activations or consumer promotions. We’ll also promote your product on our channels so the licensing industry can see the great things you’re doing!
Reporting
Licensees must send regular reports to licensors, including marketing and royalty reports. These can be complex documents, and you’ll receive our support to ensure the process is as smooth as possible. We’ll also continue to work with you on anything else that might arise from your license, such as new marketing material approvals.
Ongoing support
Our work doesn’t stop when you launch your first licensed product. As your agent, we’ll work alongside you to help plan your journey. Perhaps you want to focus on growth by extending your current license agreement into new product ranges or categories, or explore new markets or distribution channels. You might want to build a portfolio of licenses, which would involve more exploring and pitching.
The podcast
Real talk on brand licensing, every week
David Born hosts a weekly podcast where he shares practical advice, industry perspectives, and honest conversation about what it actually takes to make licensing work. Whether you're just getting started or looking to go deeper, this is the most direct way to get inside the industry.
FEATURED CLIENTS:
