We met up with over 130 licensors, including Disney, Hasbro, Netflix, Mattel, Warner Bros., Paramount, Universal Studios, Penguin Ventures, ZAG, Moonbug, Cloudco, SEGA, Netflix, The Roald Dahl Story Company, Atari, Tetris, Sesame Workshop, Angry Birds, Peanuts, King Features... and many more!

We discussed some of the hottest properties in the world (such as Hello Kitty, Barbie, Shrek and Jurassic Park) and attended six major showcases (Warner Bros., Hasbro, Mattel, Paramount, Netflix and Universal), which gave us valuable insights in the licensors' strategies for the rest of 2025 and the next few years ahead. And let us tell you… what we saw and learnt was very exciting.

Total Chaos is a fast-paced, reality-bending trading card game that brings together heroes and villains from iconic movies, comics, and beyond. At the heart of this new universe is The Rift, a mysterious cosmic force pulling champions from across dimensions into an epic tournament for supremacy. The debut set dives deep into the legendary Flash Gordon universe, featuring fan-favorite characters like Flash, Ming the Merciless, Dale Arden, and Prince Vultan, all reimagined through stunning original artwork and strategic gameplay.

Born to License is proud to announce the launch of Hippo Blue’s latest collaboration with Disney: a personalized kids Star Wars collection released to coincide with May the 4th, the global fan celebration of the iconic franchise.

The range includes customizable drink bottles, bento boxes, bags, name stamps, labels and more, combining Hippo Blue’s expertise in personalization with the enduring popularity of Star Wars. The collection focuses on three bold design styles all highlighting the legendary Darth Vader and the Dark Force: Vader Vibes, Armor Up and Sith Badge.

Born to License has some exciting news for parents and little ones alike - Dream Big Little Co. has teamed up with Moonbug’s CoComelon to create an adorable and eco-friendly baby and toddler bamboo apparel collection! This 44-piece collection includes cozy sleepwear sets, dresses, and blankets, complete with fashionable bow clips, bringing together the unmatched softness of Dream Big Little Co.’s bamboo fabric with the playful charm of CoComelon’s beloved characters.

We are very excited to have Alyssa Clark join the Born to License team. Alyssa has taken on the role of Product Development Coordinator, supporting our Head of Product Development to manage projects, product approvals and our ongoing global collaborations.

We are very excited to have Brinna Ball join the Born to License team. Brinna has taken on the role of Licensing Coordinator, supporting our VP of Licensing with our North America-based clients.

Just in time for Christmas, Born to License is excited to announce that CFR Management Services, the UK distributor for Quick Milk products, have just released their first ever Christmas licensed range with Elf on the Shelf from the Lumistella Company. This festive collaboration combines Quick Milk’s playfulness with the beloved Christmas feeling that Elf on the Shelf and the Santaverse bring each year.

Born to License is thrilled to announce that Hippo Blue, a leading provider of customizable products, partnered with Disney to launch a new line of drink bottles, bento boxes, bags and backpacks in time for Australia and New Zealand’s back-to-school season. This exciting collaboration combines Disney’s iconic characters with Hippo Blue’s innovative customization options, offering parents and kids the opportunity to create personalized products that reflect their unique style.

Born to License is thrilled to announce that Unisnacks, a leading distributor for global food in the UK, partnered with Care Bears for their first ever UK beverage range, with the launch of a licensed Kato drinks range. Kato, the number one fruit juice beverage brand in Thailand, is a refreshing and tropical beverage that combines the natural flavour of fruit with the chewy texture of nata de coco. The range includes seven different flavours (strawberry, lychee, orange, mango, melon, peach, watermelon), with each flavour being carefully matched to a different Care Bear.

Born to License is excited to announce that Steven Singer Jewelers introduced two Wicked-inspired 24k Gold Dipped Roses, following the release of the new Wicked movie distributed by Universal Pictures. The gold dipped roses are real roses, picked and preserved at the height of their beauty, disassembled, dipped in real 24 karat gold, then reassembled by hand and designed to last a lifetime.

A few weeks ago the Born to License team flew to Las Vegas to attend the biggest licensing event of the year, Licensing Expo 2024! We met up with over 50 Licensors, including Disney, Hasbro, Mattel, Warner Bros., Paramount, Universal Studios, Penguin Ventures, ZAG, The Smurfs, LEGO, Cloudco, SEGA, Netflix, Roald Dahl, Atari, Tetris, Sesame Workshop, Angry Birds, Peanuts, King Features, Roald Dahl... and many more!

When a licensee partners with a licensor on licensed product the approval process is an integral part. Together both will ensure that the product is perfectly aligned with the IP’s brand values forging a collaboration that will generate success for both sides. The approval process for brand licensed products typically follows a standardised four-step procedure, though variations may occur among licensors.

If you are a footwear fanatic, you will likely have noticed that the footwear space has been crushing it with licensed collaborations so far this year. Here are three recent launches that have caught my eye.

Licensing is a tried and tested strategy for products to jump off the shelves, with FMCG brands across a broad range of categories regularly placing characters on their packaging.

It’s popular because it works.

I’ve been in the licensing world for 17 years, and half of that time I was specifically working on the FMCG category. I’ve managed licensed products for major supermarket brands such as Nestle, Colgate, Cadbury, Kraft and Danone.

We are very excited to have Jenna Chalkley join the Born To License team. Jenna has taken on the role of Head of Product Development, which oversees our product development services on a worldwide basis

In the dazzling realm of jewellery, brand licensing has evolved into a strategic avenue for both established icons and emerging names to expand their horizons and captivate new audiences, thanks to IP’s multi-generational appeal and awareness.

Brand licensing in the apparel industry goes beyond simply placing a logo on a t-shirt. Licensors like Disney, Hasbro, and Mattel leverage licensing as a strategic tool to expand brand reach, diversify product offerings, and tap into powerful consumer emotions.

Navigating a brand licensing agreement can be a lucrative opportunity for businesses looking to expand their product offerings and reach new markets. As a Licensee, understanding how to get the most value out of a brand license is crucial for maximizing the benefits of the partnership. This article explores ten key strategies that Licensees can employ to maximize the value of a brand license, from selecting the right brand and negotiating favorable terms to investing in marketing and maintaining brand consistency. By following these strategies, Licensees can leverage the power of a brand license to drive sales, enhance brand reputation, and achieve long-term success in the marketplace.

Licensing deals are structured in various ways, depending on the nature of the intellectual property (IP) being licensed, the industry, and the specific terms negotiated between the Licensor and Licensee. These deals are essentially legal agreements that allow one party (the Licensee) to use another party's (the Licensor's) IP for a specified purpose, often in exchange for royalties or other forms of compensation.

If you’re considering getting into licensing, one of the first things you’re going to want to fully understand are the benefits involved.

With licensed product reaching US$340 billion per annum, licensing is a popular strategy for thousands of companies around the world who enjoy a broad range of advantages.