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 effortlessIf 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 [email protected], and I’ll do my best to include it in the show. 🎙 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: [email protected] 🎧 Subscribe & Follow for new episodes on licensing and the business of IP!

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