When you think of licensing, it’s easy to focus on the end product—the t-shirts, toys, or snacks on shelves. But behind every licensed product is a licensor making strategic decisions about what deals move forward… and which ones don’t.

In this episode of Born to License, I take you inside my experience as a licensor at Warner Bros., where I reviewed a raft of licensing proposals - from sparkling water with Looney Tunes branding to puffy dogs featuring Scooby-Doo. You’ll hear how licensors assess brand fit, retail readiness, and long-term value before saying yes to a deal.

We’ll cover:

• Why a great idea isn’t enough to get a deal over the line

• The importance of infrastructure, manufacturing, and distribution

• Why licensors often say no - even to good ideas

• What makes the best licensing partnerships feel effortless

If you’re a brand looking to license IP, or a business wanting to partner with a major licensor, this episode offers a behind-the-scenes look at what licensors are really thinking.

And if you have a question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to hello@borntolicense.com, and I’ll do my best to include it in the show.

🎙 Born to License – Hosted by David Born

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