Born to License End of Year Wrap: Behind the Scenes of Our Best Year Yet
As we close out 2025, we're doing something we've never done before - bringing together our entire global team across four continents to reflect on a year of extraordinary growth, groundbreaking deals, and industry innovation.
This isn't your typical year-in-review. It's an intimate conversation with the people who make Born what it is: the licensing experts securing major brand partnerships, the product development specialists managing thousands of submissions, the business development team vetting hundreds of potential clients, and the media team making licensing accessible to everyone.
5 Key Insights from Our End of Year Wrap
1. Speed and Quality Can Coexist - When You Have the Right Team
The Google Pixel Story
When Google Pixel came to us needing their first-ever Christmas advertisement, most agencies would have said it was impossible. Christmas campaigns typically start development in January - this one started just two months before launch.
"The timings were insane," shares Amber from our Born Licensing team. "To be able to turn something around to that scale in such a short amount of time is amazing. And I think just shows how good we are at our jobs that we were able to secure the licensing and work through all the approvals at such speed."
The campaign reunited beloved faces from Love Actually, generating over a million organic views in the first 24 hours. It stands as proof that with the right expertise and processes, you can deliver exceptional work under extreme time pressure.
The Contrast: BFG at Sainsbury's
Meanwhile, our work with Sainsbury's on their BFG campaign took the entire year - from January conversations to custom animation development. Alby led this partnership, which included creating an entirely new character (the Greedy Giant) that didn't exist before the campaign.
"They've been two very different experiences, but both very enjoyable and creatively very rewarding," Alby reflects.
The lesson? Different projects require different approaches, and success comes from understanding when to move fast and when to invest time in getting every detail right.
2. The Licensing Industry is Shifting Toward Differentiation and Exclusivity
What Licensors Really Want Now
Alyssa G, who pitches to licensors daily, has noticed a fundamental shift in what major IP owners are looking for:
"The hot button seems to be at the moment, differentiation. And that differentiation is kind of being demanded at retail."
This isn't just about having a good product anymore. It's about creating something that retailers can own exclusively - something that makes consumers stop in their tracks in the supermarket aisle.
"We're finding a lot of this is more of a pull strategy from retail," Alyssa G explains. "How can we create something that is essentially not just incremental within the category base for the licensor, but also potentially incremental or something special for a retailer to own?"
Real-World Success: Hippo Blue
Hippo Blue exemplifies this strategy perfectly. Their Disney launch transformed drink bottles and backpacks from needs into wants through personalization combined with licensing. The result? Their biggest Back to School season ever - and sustained sales throughout the entire year, not just during the core season.
"By having a licensed product that made a drink bottle or a backpack not just a need, but a want, this led to increased business not just during that core back to school period," Alyssa G notes.
3. Managing Volume Without Sacrificing Quality Requires Systems and Organization
The 500 Submission Challenge
When you're managing hundreds of product submissions across dozens of clients, organization isn't optional - it's essential.
Jenna, our Product Development lead, shares the reality:
"The first collection last year, that one was the big one because they went straight out the gate with a massive library of the Disney lot. So you're talking hundreds. There's like, I think it was 500 submissions in one go."
For Keepsake's Invincible Trading Card Collection - featuring 600 card checklist and over 3,000 unique cards and parallels - Alyssa C reveals the secret weapon:
"With every client, we do have a PD line plan. That way we're all on the same page... we kind of just kept track with them and glanced at the Excel sheet every so often, making sure we're all on the same page."
That spreadsheet becomes the team's bible, ensuring nothing falls through the cracks even when managing thousands of individual assets.
The Marketing Challenge
All those submissions create a downstream impact on marketing. Brinna, who handles marketing for Born to License clients, explains the learning curve:
"Because a lot of our clients are doing this for the first time, even though they may be experts in what they were doing with unlicensed products, licensing is a whole new ball game where everything needs to go for approval if they're using the IP."
Her role involves walking clients through what to expect, managing their expectations, and navigating the approval process with each unique licensor.
4. Quality Over Quantity: Why We Turn Down Most Opportunities
The Philosophy Behind Client Selection
Born to License receives hundreds of inquiries monthly from companies around the world - from apparel manufacturers and video game developers to food and beverage brands and Fortune 500 companies. But we don't say yes to everyone.
Michelle, who leads business development for international markets, is clear about the approach:
"We won't put you in front of a licensor unless we think you've got what it takes because that's our reputation on the line as well. And also we're not going to waste the licensor's time and we're certainly not ever going to put people in a position where they're not up for success."
Matt, handling North American business development, adds:
"It's more of a quality aspect and not a quantity. We're really looking for larger opportunities, long term success versus, you know, we're not just in it for some upfront money and collecting fees and things like that."
The Hidden Opportunities
Interestingly, Michelle shares that some of their best partnerships came from companies that didn't look like obvious fits on paper:
"I had a licensee recently who on paper, if I just looked at their business would have thought what do they want to do with licensing? But it was actually the commitment they brought to the table."
That company had tried for six years to connect with a specific licensor. Within a week of signing with Born, the meeting was arranged with exactly the right person. The difference? They understood the work and thinking required to make licensing successful.
5. Making Licensing Accessible Creates a Rising Tide for Everyone
The Media and Education Strategy
Most licensing agencies don't create podcasts, launch vlogs, or build education platforms. But that's exactly what Born has done in 2025 - and it's changing how the industry perceives us.
Eduardo, who produces the Born to License podcast, approaches each episode like a movie trailer:
"The process is really about finding the emotional core of each conversation. I try to approach it like I'm creating a movie trailer, you know, so you need the tension revelation and the powerful hook within seconds."
His favorite episodes this year? The Hasbro interview, the Funko conversation, and Sharon Wiseman's discussion about AI and the future of licensing.
Born in Action Vlog
The Born in Action vlog represents something the licensing industry has never seen before - unfiltered behind-the-scenes access to running a global licensing agency.
Vini, who filmed in London and New York (including Times Square, Brooklyn Bridge, Big Ben, and Tower Bridge), shares the challenges:
"I'm missing one eye. I should have a third eye because I need to have one eye on the camera screen, one eye in front so I don't bump into people and stuff like that, and one eye on the floor so I don't trip over anything."
Despite frozen fingertips in wintertime filming, the content captured authentic moments that demystify the licensing industry.
Learn to License Course
Juliana championed the creation of Learn to License, Born's online education platform that launched in 2025. From finding the perfect studio to hiring the film crew, she made David's vision a reality in just five months.
"At the day that we recorded, David was super professional. It was very easy to work with him. He just has this ability to talk in front of the camera, which is amazing," Juliana reflects.
Using Masterclass as their North Star, they achieved that level of quality - and the course has been extremely well received by those new to licensing.
The Team's 2026 Predictions
Theatrical Impact Continues
Alyssa G predicts:
"I think we're going to continue seeing the impact of theatrical again, mainly at retail, but that will trickle down to all tiers. We call it the Barbie effect. Barbie really reset the game around theatrical launches."
After wondering five years ago if theaters were gone for good, the industry has proven that in-person experiences and cultural moments drive massive licensing opportunities.
Brand Cross-Collaborations Explode
Jenna sees major growth in licensor cross-collaborations:
"Years ago there's no way you'd get two massive IP owners doing like crossover product crossover promotions. It just wouldn't happen unless it was really special. And now that seems to be popping off quite a bit."
Recent examples include McDonald's with Hello Kitty and TMNT, Care Bears with Strawberry Shortcake, and Loungefly bringing together Minnie Mouse with Swarovski.
Animation Trends Upward
Brinna predicts animation will dominate:
"I actually think that animation is going to start trending upwards in 2026 and beyond."
She points to Netflix's K-Pop Demon Hunters as a massive hit, along with the continued success of Spider-Verse and growing mainstream acceptance of Japanese anime in Western cultures.
The Future of Retail
David's prediction focuses on how licensing saves retail:
"E-commerce just continues to grow exponentially. How can retail compete with that? Malls, shopping centers, supermarkets, department stores—they need to really entertain. They need to really provide an amazing experience for people to go, incentivize them to go in, experience it and buy product in a way that is different to them going on Amazon or going online and just buying something there."
Licensing becomes the tool that activates, entertains, and draws people into physical retail spaces.
Looking Ahead: What's Coming in 2026
By the Numbers
Alyssa C, put on the spot, predicts approximately 70 clients across Born to License in 2026, generating around 60 collections. With clients like Hippo Blue, Keepsake, and Wolfpack each producing hundreds or thousands of individual products, Born will manage thousands of products through their product development process.
Born Legal Launches
The biggest announcement? David introduces his sister Emma TIberi and their new venture, Born Legal, launching in 2026.
Emma, an advertising and marketing law specialist with over 20 years of experience, will focus on trade promotions, competitions, promotional offers, and general advertising and marketing law.
"Anything that you can think of to sell your product, we can be there and advise you along the way," Emma explains.
From "Win a trip to Disney World" promotions on cereal boxes to complex on-pack campaigns, Born Legal will help brands navigate the legal complexities that can make or break a promotion.
"If you get to a point where the promotion blows up, something goes wrong, you've not only lost all the money that you've spent on your prizes and getting the promotion off the ground, but also that reputational damage that can really impact a brand," Emma warns.
Notable Campaigns from 2025
Garfield x IMS
Alby's "can't believe we actually did this" moment came with the IMS and Garfield partnership—a groundbreaking billboard campaign focused on healthy weight for overweight cats. "I've always loved Garfield. I had so much Garfield merch around the house growing up. So when the deal came through, I was like, oh my gosh, I can't believe it."
The challenge? Conveying the campaign's health messaging while preserving Garfield's authentic character and iconic status.
Candy Crush Solitaire x Care Bears
This marked Candy Crush's first-ever license—a perfect partnership in terms of look and audience. Alby championed the campaign and managed all approvals, which differed significantly from advertising campaigns due to gaming's numerous individual assets.
SpongeBob x Ghirardelli
A clip within a longer commercial showcasing famous pairs to inspire Ghirardelli's chocolate and caramel product. The collaboration with Paramount was seamless, and the spot performed so well they may expand to other markets.
Bob Ross x Invesco
This unique campaign featured Bob Ross's soothing voice in a basketball team scenario set in the 1980s. As Alby notes, "Bob Ross is really having a bit of a moment at the moment. The nostalgia, you know, the awareness of him is really strong."
Plum Deluxe x Peanuts
One of the most recent launches, this beautiful loose-leaf tea collection exceeded all expectations. "To say it's over delivered is probably still an understatement," Alyssa G shares. "They've been absolutely blown away. I know that they're going to sell out before Christmas actually hits."
The collection featured gorgeous tins and accessories, including sculpted Snoopy stainless steel engraved teaspoons. For company founder Andy, who's obsessed with Snoopy, his childhood dreams came alive.
WOLFpak
Alyssa C has been living and breathing WOLFpak this year, helping them launch Popeye and Danny Phantom collections with more exciting launches coming in Q1 2026. "They're just really passionate about the business and passionate about the licenses. They have about four different designers and each designer has their own interests and their own likes. So they pick the collection that they're most passionate about and then they work on that collection. You can really tell through their designs."
Steven Singer Jewelers x Wicked
Their second Wicked collection revamped their first (which sold out completely) by taking the new looks for Elphaba and Glinda and reworking them into new collectibles. Brinna notes the marketing effort: "When you have something as big as Wicked, everyone's in on it. Everyone's trying to get that little slice of the pie. So the Steven Singer team really pulled everything together in advance."
Keepsake x Invincible at San Diego Comic-Con
Brinna highlights this as a game-changer: "When they launched, they sold out. Everything sold out. There was a line around their booth constantly. They had so many fans engaged. This has opened up a whole new realm for Keepsake. Specifically, activating at Cons has really turned their business around."
Keepsake’s Invincible trading card collection
Why the Industry is Warming to Born's Business Model
Jenna offers her perspective on why major licensors are increasingly embracing Born's approach: "I feel like licensing has always been—has the same blood. The big players, the people who contribute to mass retail. And sometimes it's easier to continue that way of working for licensors because they know that's where their bread is buttered, they're going to get their money."
But things are changing: "It's changing now the last couple of years, and I feel like we're kind of injecting a little bit of new blood into the industry. And we've proven that in the last year. The people that we have taken to licensors—there's proof in the pudding now."
Once you get that one success story, doors open elsewhere. The industry is recognizing that Born's model works—and works exceptionally well.
Behind the Business: Personal Insights
What It's Like Being Married to David Born
Vini shares candidly: "It's intense, but I love it. You're married to someone that has extreme focus on things, that is determined and perseverant. So when David wants to do something, he's gonna do something, and you either help him or you just get out of his way so he can do what he wants to do."
He also credits Juliana: "If Juliana wasn't around, my life would be much harder because David has been somewhat more stressed than usual this year. But I think it's because of all the new ventures and projects that we embarked on."
What It's Like Being David's EA
Juliana describes the role: "Fast paced. I have to be very fast. It's challenging. You are always ahead of everything. So I have to be like that. But at the same time I feel that is really rewarding and you're always giving me responsibilities and things that I didn't think I could do. But you make me just go there and do everything that I couldn't imagine."
For David, having an executive assistant for the first time has been transformational: "It's been a complete game changer for me because you making sure that I'm organized and handling emails and just organizing my life really does mean that I can focus on those big picture things that every business owner needs to focus on."
Advice for Aspiring Team Members
Eduardo, who joined just three months before this recording, offers this advice: "These past few months have been incredible. What struck me was that this isn't just a job. I'm not just executing tasks, but I'm learning. What's been most valuable is the mentorship. I'm not just observing the business, I'm actually involved in strategic discussions, understand why certain decisions are made, learn how to spot opportunities. My advice is just dive in, come ready to learn."
The Global Reach
Michelle's business development work spans an impressive geographic footprint: "Just in the last six months alone, we've spoken to companies across the Middle East, Bulgaria, Central Europe, the UK, Asia, Australia."
The inquiries range from video gaming companies and museums to music licensing, die-cast cars, adult collectibles, kids toys, and clothing. "In any given day I probably speak to companies that do everything from collectible items to online video games to books and museums," Michelle shares.
Matt, focusing on North America, sees similar diversity: "There's a lot of food and beverage snacks, frozen foods, no sugar drinks, and health and wellness companies. I've also seen a lot of industry leaders with strong social media campaigns that one would think you could kind of go out and do your own licensing program on your own, but they really need help."
Final Thoughts
As 2025 closes, Born stands as a testament to what's possible when you combine deep industry expertise with a genuine desire to make licensing more accessible. From securing major campaigns with Google, Sainsbury's, and Candy Crush to helping dozens of companies launch their first licensed products, the team has proven that their unique model works.
The addition of Born Legal in 2026 expands the ecosystem even further, offering comprehensive support for brands navigating the complex world of promotional law and advertising compliance.
Most importantly, the team's commitment to quality over quantity, their systematic approach to managing complexity, and their willingness to share knowledge freely through media and education platforms has earned them respect from the industry's biggest players.
2025 was the year Born went from licensing agency to full ecosystem. 2026 promises to take it even further.
Ready to Tune In to Season 2 of Born to License?
New episodes drop each Monday. This is your chance to understand the industry that touches every aspect of consumer culture - from the toys your kids love to the branded experiences that define our entertainment landscape.
🔔 Subscribe now and hit the notification bell so you never miss an episode that could change how you think about business, creativity, and commerce.
Perfect for:
Entrepreneurs seeking untold success strategies
Brand managers navigating complex licensing deals
Creative professionals monetizing their IP
Business enthusiasts fascinated by billion-dollar industries
Anyone curious about the stories behind their favorite products
The licensing world's best-kept secrets are about to be revealed. Don't miss out.
Born to License Season 2 — Because every product has a story, and every deal has a human behind it.
#Licensing #BusinessPodcast #BornToLicense #Entrepreneurship #BrandManagement #IPLicensing #ProductDevelopment #BusinessStrategy
Ready to master the fundamentals of licensing and dramatically improve your chances with major IP holders? Join the Learn to License course today and get the complete roadmap to licensing success.
Interested in learning more about licensing? Click here →
POPULAR ARTICLES:
