Beyond the Shelves: Licensing in Advertising, Theme Parks, and Live Experiences

Born to License

When most people think of licensing, they picture products on store shelves - t-shirts, toys, and collectibles. But some of the most powerful licensing opportunities don’t involve physical products at all.

In this episode of Born to License, I take you inside the world of non-traditional licensing - where brands extend into advertising campaigns, theme parks, live events, and digital experiences. I’ll share the story of a creative collaboration between the Powerpuff Girls and Volkswagen, and how licensing outside of retail can drive massive brand engagement.

We’ll cover:

• Why licensing isn’t just about merchandise

• How advertising, theme parks, and live events keep brands alive

• The power of emotional storytelling in licensing deals

• Why a strong licensing strategy is about more than products—it’s about brand expansion

If you’ve ever wondered how your favorite characters end up in unexpected places, this episode pulls back the curtain.

🎧 Listen now on your favorite podcast platform—and stay curious, because licensing is everywhere.

🎙 Born to License – Hosted by David Born

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Chapters

1. Welcome Back: Expanding the Definition of Licensing (00:00:00)

2. The Powerpuff Girls x Volkswagen Campaign: How It Started (00:03:58)

3. Creative Alignment vs. Brand Protection (00:05:23)

4. Licensing Beyond Merchandise: Advertising, Theme Parks, and More (00:06:18)

5. Why Non-Traditional Licensing Matters (00:08:13)

6. Key Takeaways: Expanding Brand Reach Beyond Retail (00:09:11)

7. Next Time: Why Authenticity is Everything in Licensing (00:10:20)