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From Cartoons to Car Brands – Vegas and My Licensing Wake-Up Call
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By the time I reached my fourth year in licensing, I thought I had a pretty good handle on the industry. I had worked with major entertainment brands - Looney Tunes, Scooby-Doo, The Simpsons. But everything changed in 2013, when I walked into my first Licensing Expo in Las Vegas.
In this episode of Born to License, I take you back to that game-changing moment. I had only seen a small piece of the licensing puzzle - until I found myself surrounded by brands I never imagined were part of this world. From fashion and luxury to food, beverages, and even museums, that week in Vegas opened my eyes to just how massive and diverse the licensing industry really is.
We’ll cover:
• The wide world of licensing - beyond characters and entertainment
• Why Licensing Expo is the heartbeat of the industry
• How unexpected brands (like Reese’s, Lamborghini, and the Smithsonian) use licensing to expand their reach
• What I learned about brand storytelling, equity, and global opportunity
If you’ve ever thought licensing was just about cartoons and blockbuster movies - this episode will change your mind.
And if you have a burning 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 [email protected], and I’ll do my best to include it in the show.
🎙 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: [email protected]
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Chapters
1. Welcome Back – Opening Up the Licensing World (00:00:00)
2. First Time in Vegas – My Introduction to Licensing Expo (00:02:30)
3. From Characters to Corporates – The World Beyond Entertainment (00:04:04)
4. Popcorn, Peanut Butter, and Brand Extensions (00:04:58)
5. The Smithsonian Moment – Licensing History and Culture (00:05:48)
6. What I Learned – Four Big Takeaways (00:07:02)
7. Next Episode Preview – Behind the Scenes as a Licensor (00:09:14)
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