5 Breakthrough Insights from My Conversation with Hasbro's Julia Kamoda
Recently I had the privilege of diving deep into the world of promotional licensing with Julia Kamoda, Global Director of Promotions and Partnerships at Hasbro.
With 1,900 brands in their portfolio and 170 global promotions launched last year alone, Julia's insights reveal why promotional licensing is becoming the secret weapon for brands looking to cut through the noise.
Here are the five game-changing takeaways that every licensing professional needs to understand:
1. Promotional Licensing Creates Cultural Moments, Not Just Sales
Julia shared how Hasbro's announcement of Baby Evie (Peppa Pig's new sibling) generated 28 billion impressions - that's everyone on the planet seeing it at least three times. The key wasn't just the announcement itself, but how they partnered with Clearblue pregnancy tests to create an unexpected, culturally relevant moment.
The insight: The most successful promotions tap into cultural conversations and create moments people want to share, not just products they want to buy.
2. Games Have Built-In Engagement Mechanics That Brands Desperately Need
When Julia explained why Monopoly money is the most printed currency in the world (more than US Dollars), it clicked for me. Games like Monopoly, Trivial Pursuit, and Cluedo aren't just IP - they're engagement engines with universally understood mechanics.
As Julia put it: "Time, choice, and consequence" - the core elements that make people naturally competitive and engaged. When brands partner with these properties, they're not just licensing a logo; they're accessing proven consumer behaviours.
The insight: Don't just license characters - license the underlying psychology that makes people engage.
3. The "White Spaces" Are Where the Real Opportunities Live
Some of Julia's favourite partnerships happen in sectors where traditional licensing rarely goes - financial services, automotive, healthcare. She mentioned partnerships with the NHS using character audio to make children's hearing tests more comfortable, and financial literacy programs that adults are now requesting.
These aren't obvious licensing categories, but they're often the most impactful because there's less competition and more genuine need for emotional connection.
The insight: The biggest opportunities exist where licensing hasn't traditionally played - look for the white spaces in your industry.
4. Promotions Require a Different Business Model and Mindset
Unlike traditional licensing with its minimum guarantees and royalty structures, promotional licensing operates more like a consultancy. Julia's team doesn't just provide IP - they bring years of expertise about what works, help with strategy, and even step in during fulfilment issues.
As she emphasised:
We have a very client service mindset... we are there to help the brand succeed."
The insight: Promotional licensing is about partnership and expertise, not just IP access.
5. It's Actually a Sales Job in Disguise
Perhaps the most honest moment came when Julia said:
"A lot of people think it's very easy and it's all about the idea. It's actually a sales job and you have to be very resilient."
With 70-80% of conversations never materializing into partnerships, success in promotional licensing requires the mindset of a consultative salesperson - curious, resilient, and genuinely interested in solving problems.
The insight: Treat promotional licensing like high-level sales consulting, not just IP distribution.
The Bottom Line
Promotional licensing isn't just traditional licensing with a time limit - it's a fundamentally different discipline that blends brand partnership expertise with deep IP knowledge. As brands increasingly struggle to capture attention in crowded markets, the ability to create cultural moments through strategic IP partnerships becomes invaluable.
For those considering this space, Julia's advice is clear: be curious, be resilient, and remember that your role is to help brands succeed, not just sell them IP.
What's your experience with promotional partnerships? Have you seen brands successfully use IP to create cultural moments? I'd love to hear your thoughts in the comments.
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