What is Born Licensing?
We are an entertainment brand licensing agency, focused solely on licensing for the purpose of marketing and advertising. We assist from start to finish, including negotiating licensing deals with the Licensor/rights holder as well as assisting with the brand assurance and contractual processes.
How can licensing be used in advertising?
Entertainment brands can be licensed for advertising in many different ways such as existing footage, character likeness, thematic elements, catch phrases or bespoke animation. The campaign can be for TV, online, print, digital, out of home, events or all of the above!
Are you a research and clearance company?
No, we are a licensing agent. We have the same business model as a consumer products licensing agent, which means we represent a portfolio of Licensors and rights holders. Read on to find out how this makes us different to a research and clearance company.
Who do you represent?
We represent a range of Licensors including 20th Century Fox, Sony Pictures Entertainment, Nickelodeon, Cartoon Network, Hasbro, FremantleMedia and BBC Worldwide.
Do you work with any other Licensors?
Yes, we have relationships with a broad range of entertainment Licensors and rights holders. We have a slightly different business model for a project that involves a property that is not featured in the portfolio of the Licensors and rights holders we represent. These projects are reviewed on a case-by-case basis.
What do you help with?
We help manage the whole project with you, from researching the costs and clearance of the license to the campaign going live. As part of this, we are there to support and assist throughout the negotiation process, development process, contractual process and all other aspects of the project.
What is the process of getting a license?
Each Licensor has a different way of processing license requests. Initially, it is helpful to know as much about the campaign as possible in order for us to provide the Licensor with an understanding of the project. It is helpful to understand the creative direction, either by a script, storyboard or a detailed description. The Licensor will review the details and if they’re comfortable to proceed, we will negotiate a licensing fee between the parties. A licensing agreement is then drawn up and signed by all parties.
How much does licensing for marketing and advertising cost?
This is a great question! Licensing costs can vary greatly, depending on the property, Licensor, duration, type of usage, territories, media spend and other components. We recommend providing us with as much detail as possible about your project so we can provide you with an indicative fee.
What markets do you work with?
At the moment we focus on Europe, Australia and New Zealand. Any requests outside of these markets will be reviewed on a case by case basis.
How quickly can you provide us with an estimate of costs?
We understand that timing is important and sometimes you just want to know if your budget is even in the right ballpark, or if the creative direction is acceptable. We can often provide indicative licensing fees within 24-48 hours, subject to Licensor approval, assuming we have sufficient information on the campaign and usage.
Do you charge for investigating licensing fees?
The good news is that we understand how advertising agencies work, and how often you’re pitching for new business. Even if you’re seeking information on licensing for an existing client, there might be multiple concepts on the table. We also understand that budgets can be super tight throughout this process. For that reason, we will provide initial feedback free of charge. Should there be a substantial amount of work negotiating the licensing terms we may require a fee, which will be advised on a case by case basis.
Do you also work with talent agencies?
Our main focus is licensing with entertainment brand owners. However, we may be able to assist with talent requests.
Did we miss something? Feel free to email our Director David at david.born@bornlicensing.com


London: +44 7438 301 920

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