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.

Experience the magic of Care Bears™ with Steven Singer Jeweler’s exclusive Rainbow Dipped Rose in brand new limited edition packaging. Our client was very excited to announce their partnership with the beloved, nostalgic, and heart-warming Care Bears™. The gold dipped roses are real roses, preserved at the height of their beauty, dipped in real 24 karat gold, designed to last a lifetime. The perfect gift for collectors and the young at heart!

LEGO stands as an iconic brand when it comes to creativity and imagination. People all around the world have made memories building practically anything with their LEGOs. When it comes to licensing, LEGO is a cultural phenomenon, where companies can explore its bold style with exciting products. These partnerships offered fans the opportunity to express their love for LEGO in brand new and exciting ways.

From comic books to the silver screen, Marvel exploded into a cultural phenomenon, captivating audiences around the world. Whilst the landscape seems to be beginning to shift, Marvel's interconnected superhero narratives have become box office titans, driving global cinema attendance, and shaping audience expectations. Marvel’s characters, stories, and the worlds they create resonate with a passionate fanbase eager to embrace any slice of the Marvel pie – including licensed products.

Welcome to a galaxy far, far away, where the timeless saga of Star Wars transcends the confines of the silver screen and immerses enthusiasts in an expansive universe of merchandise and collectibles. The force is strong with the myriad licensed products inspired by one of the most popular franchises in history. In this exploration of Star Wars licensed products, we embark on a journey where the beloved characters, epic battles, and the enduring legacy of the Force come to life in tangible and imaginative ways.

In the vast universe of superheroes, one character swings above the rest, capturing the hearts of fans worldwide with his spiderwebs – Spider-Man. Beyond comics and movies, Spider-Man's universal charm has spawned a range of licensed products, from clothing to home decor. With multi-generational appeal, Spider-Man's influence is very far-reaching. His iconic presence is woven into the fabric of global pop culture, giving fans the chance to bring a piece of the web-slinger into their everyday lives.

Mickey Mouse is the iconic mascot of the Walt Disney Company and has been spreading joy and laughter for nearly a century. Mickey’s charm continues to captivate the hearts of fans around the globe. Those fans are bound to adore these Mickey Mouse products.

PAW Patrol is a juggernaut kids brand. It first launched in 2013 and now airs in more than 170 countries, reaching 350 million households. It has widely been considered as one of the most successful preschool brands in recent times. The series follows 6 animated rescue pups captained by a tech-savvy ten-year-old boy, Ryder, who work together to accomplish high-stakes rescue missions to safeguard the residents of the Adventure Bay community.

Since its inception in the mid-90s, Pokémon has captured the hearts of millions of fans worldwide. The franchise's merchandise line has expanded over the years, offering an array of licensed products that cater to Pokémon trainers and collectors alike. When I was growing up, Pokémon trading cards were all the rage so it’s a testament to the brand that Pokémon is still as popular as it was in the 90’s with the kids of today.

Wednesday Addams is one of those characters who need no introduction. She has been around since the 1980s when The Addams Family comics were first published in The New Yorker. I grew up watching Wednesday and Pugsley spreading terror in the summer camp they were sent to, and I used to love watching the animated version of the show from 1992. More recently, Wednesday once again conquered hearts across the globe with the latest Netflix adaptation.

The Harry Potter series has undoubtably been an iconic part of popular culture ever since its first book release. Between the movies created, plays produced, and a Max series expected to air in 2025/26, it is safe to say it will be loved for many more years to come. I did some online shopping to find five of my top Harry Potter licensed products. These products really take the magic of Harry Potter and turn them into practical merchandise!