Inside the Mind of a Licensor – What Makes Them Say Yes (or No)

Born to License

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 [e-mail], and I’ll do my best to include it in the show.

🎙 Born to License – Hosted by David Born

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Chapters

1. Welcome Back – What Licensors Actually Do (00:00:00)

2. Stepping Into Warner Bros. – My First Time as a Licensor (00:02:36)

3. A Sparkling Water Pitch – When a Good Idea Isn’t Enough (00:03:11)

4. Why Infrastructure Matters – The Questions Licensors Ask (00:04:22)

5. Scooby-Doo Puffy Dogs – A Licensing Match That Worked (00:05:11)

6. The Key Differences – Risky Idea vs. Strategic Partnership (00:07:20)

7. Final Takeaways – What Licensors Look For (00:08:08)

8. What Comes Next – From Deal to Development (00:09:23)