What does it really take to prepare for the biggest event in the licensing industry?

In this episode of Born to License, David shares a behind-the-scenes look at gearing up for Licensing Expo in Las Vegas — and why this year is different.

After more than a decade attending, the Born team is stepping onto the show floor as an exhibitor for the very first time. From booth design and team logistics to back-to-back meetings and live podcast recordings, this episode breaks down what actually goes into showing up at Expo the right way.

But before that, a personal twist: after six months of marathon training, an unexpected injury changes everything — opening the door to a completely different challenge: a trek to Everest Base Camp.

In this episode:

🏃‍♂️ From marathon to mountain

• The reality of long-term preparation and setbacks
• Why a cancelled race led to a new adventure
• Everest Base Camp: the next big challenge

🎯 Licensing Expo: behind the scenes

• What changes when you go from attendee to exhibitor
• The complexity of building a booth
• Why preparation is everything

🤝 What really happens at Expo

• Hundreds of meetings, events, and opportunities
• Why schedules fill up faster than you think
• The importance of planning ahead

🎙 What’s new this year

• Live Born to License podcast recordings from the show floor
• Speaking on AI and licensing
• The Born Summit in LA bringing the global team together

🎬 A quick take on original IP & licensing

• Why films like Project Hail Mary face challenges in licensing
• The risk vs reward of backing new IP
• Why the industry still leans toward established franchises

The key takeaway: Licensing Expo isn’t just an event — it’s a moment.

And like marathon training, the results you get come down to how well you prepare.

🎙 Born to License – Hosted by David Born

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👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

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What if the real marketing for a blockbuster film isn’t ads… but products?

In this episode of Born to License, David breaks down the Super Mario Galaxy licensing rollout — and why it’s one of the most impressive examples of licensing as a marketing engine.

From toys and food partnerships to theatrical collectibles and global promotions, this is a full-scale, multi-category licensing strategy designed to do two things at once: sell products and sell movie tickets.

And the key insight?

Super Mario doesn’t need a movie to succeed — but the movie gives the entire licensing ecosystem a moment to explode.

In this episode:

🎯 Licensing as marketing

• Why licensed products aren’t just revenue — they drive awareness
• How retail visibility turns into box office success
• Why films create a “permission moment” for brands and retailers

🧸 The toy strategy breakdown

• JAKKS Pacific as master toy partner
• Why timing (6 weeks before release) matters
• The importance of proven retail performance

👶 Long-term brand building

• Fisher-Price Little People introducing Mario to new generations
• Why this is “long game” licensing at its best

🍔 Massive promotional partnerships

• McDonald’s global Happy Meal rollout
• General Mills activating across 100+ products
• PepsiCo’s Bubly campaign with collectible mechanics
• How food licensing creates real consumer interaction

🌍 A truly global campaign

• Regional activations from Brazil to Japan
• Why global scale is critical for modern IP

🍿 The rise of theatrical collectibles

• The record-breaking Super Mario popcorn bucket
• Why collectibles have become a marketing channel
• How products generate organic social media buzz

The key takeaway:

Great licensing doesn’t just support a film — it amplifies it.

Super Mario is a perfect example of how an evergreen brand can use a theatrical release to concentrate attention, activate partners, and dominate culture across every touchpoint.

If you work in licensing, retail, marketing, or brand strategy, this episode is a masterclass in how to do it right.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

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🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

🎧 Subscribe & Follow for new episodes on licensing and the business of IP!

How do you build a brand that people don’t just buy… but obsess over?

In this episode of Born to License, David sits down with Davie Fogarty, Founder of The Oodie - one of the fastest-growing consumer brands to come out of Australia in recent years.

From a simple product idea to a global phenomenon, The Oodie has built a loyal fanbase, dominated social media, and expanded into multiple markets - all without relying on traditional licensing strategies.

But what happens next?

In this episode:

🚀 The Oodie growth story

• How a simple idea became a global brand
• The role of performance marketing and social media
• Building a product people genuinely love

🧠 Brand building vs licensing

• Why The Oodie succeeded without licensed IP
• When licensing could become a growth lever
• The opportunities (and risks) of expanding into collaborations

📈 Scaling a modern consumer brand

• Product expansion and category growth
• What it takes to maintain momentum
• Lessons for founders, marketers, and brand builders

🎯 What’s next for The Oodie

• Future growth opportunities
• The potential role of partnerships and licensing
• How the brand can evolve beyond its core product

This episode is a must-watch for anyone interested in brand building, e-commerce, licensing, and consumer products.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

🎧 Subscribe & Follow for new episodes on licensing and the business of IP!