I Had No Clue What Licensing Meant When I Started. Now I'm Teaching It
Almost 20 years ago, I walked into an interview for a licensing role with absolutely no idea what licensing was.
I remember feeling like I was walking into a toy store - there were characters and products everywhere. The walls were covered with familiar faces from cartoons, movies, and TV shows. Shelves lined with action figures, plushies, and branded merchandise.
The interviewer started throwing around terms like "royalty rates," "minimum guarantees," and "IP portfolios." I nodded along, pretending I understood, but honestly? I was completely lost.
Sound familiar?
Here's the thing about licensing: it's everywhere, but nobody talks about what it actually is.
You see it on every cereal box in the grocery store. It's hanging in your closet right now. Your phone case, your coffee mug, your kid's lunchbox - all likely products of licensing deals.
Yet most people - including many business owners who could benefit from it - have zero understanding of how it works.
That's exactly why I created this video breaking down licensing in the simplest terms possible:
The simple answer? Licensing is renting someone else's brand or intellectual property to put on your products.
Instead of buying or creating a permanent partnership, you're paying for temporary permission to use their name, logo, or characters under agreed terms.
That Marvel t-shirt at the mall? Licensed from Disney. Those Star Wars toys? Licensed deal. Your favorite team's merchandise? Licensed from the sports league.
It's a massive industry hiding in plain sight — and it's not just for giant corporations.
Small businesses, entrepreneurs, and individual creators can use licensing to:
Surprise and delight existing customers while attracting new ones
Tap into enormous existing fanbases
Drive brand awareness and attract new customers with enhanced credibility
Strengthen brand loyalty and create lasting connections with your audience
I've spent nearly two decades helping brands navigate this world, working with everyone from Fortune 500 companies to emerging young DTC brands.
And here's what I've learned: The biggest barrier isn't the complexity of licensing deals - it's that people don't even know where to start.
That's why I launched Learn to License - a comprehensive course that takes you from "What is licensing?" to closing your first deal.
Because licensing shouldn't be this mysterious industry that only insiders understand.
Whether you have a brand others might want to license, or you're looking to license someone else's IP for your products, understanding licensing can completely transform your business model.
The licensing world needs fresh perspectives, new players, and innovative thinking.
It needs people who aren't afraid to ask "What does that mean?" in meetings.
It needs entrepreneurs who see opportunities others miss.
Most importantly, it needs to be more accessible to everyone — not just the people who've been doing it for decades.
Ready to learn more? Check out the full "What is Licensing?" video above and explore Learn to License https://learntolicense.com/ to dive deeper into deal structures, negotiation strategies, and legal considerations.
Interested in learning more about licensing? Click here →
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