Born Licensing brings its Character Licensing Workshop series to help L.A.-based agencies confidently navigate the world of entertainment IP, turning a complex process into a clear, practical creative opportunity. Designed for creatives, producers and business affairs teams, the sessions demystify character licensing and unlock its full potential in advertising.

More than three decades after Saved by the Bell first aired, Zack, Kelly, Slater and Jessie remain some of the most recognisable characters in pop culture. So when General Mills set out to celebrate the 30th anniversary of Box Tops for Education, there was one obvious question: what better way to reconnect with the parents who grew up clipping Box Tops than by bringing them back to Bayside High?

It's been another exciting year for the team at Born Licensing, with three finalist nominations at this year's Licensing Awards – one of the UK's most prestigious celebrations of excellence across the brand licensing industry.

Born Licensing welcomes Emmet Wright to the team as Licensor Manager for North America, Australia and New Zealand-based campaigns.

Born Licensing is launching its Character Licensing Workshop series to help agencies confidently navigate the world of entertainment IP, turning a complex process into a clear, practical creative opportunity. Designed for creatives, producers and business affairs teams, the sessions demystify character licensing and unlock its full potential in advertising.

In a digital world where fraudsters rely on urgency, panic and split-second decisions, sometimes the most powerful thing you can do is pause. That's the thinking behind Take9's new "Count Before You Click" campaign, which enlists one of the world's most recognisable number enthusiasts: Sesame Street's Count von Count. Created in partnership with Sesame Workshop and developed by Bully Pulpit International (BPI), the campaign uses the beloved character to encourage consumers to take a simple nine-second pause before responding to suspicious online messages, emails or alerts.

Another year, another hugely successful week at Licensing Expo in Las Vegas — and if this year proved anything, it’s that the licensing industry continues to thrive. From entertainment and gaming to fashion, publishing and experiential, the appetite for character-driven storytelling and brand partnerships feels stronger than ever.

We’re pleased to share that “It’s Pixel, actually” — our campaign with Google Pixel and Love Actually — has been nominated for Best Advertising Campaign Featuring a Licensed Brand at the 2026 Licensing International Excellence Awards.

Born Licensing is launching its UK Character Workshop series to help agencies confidently navigate the world of entertainment IP, turning a complex process into a clear, practical creative opportunity. Designed for creatives, producers and business affairs teams, the sessions demystify character licensing and unlock its full potential in advertising.

Launched under Twix’s new global brand platform, “Two is More Than One,” the campaign invites audiences to reflect on a simple question: when else is one good, but two is better?

Born Licensing is proud to announce that we now represent Paddington^TM as licensing agents in the advertising and marketing space, working in close partnership with STUDIOCANAL Kids & Family Ltd., the proud owner of the Paddington brand.

Born Licensing is proud to announce that we now represent Mr. Men Little Miss as licensing agents in the advertising and marketing space, working alongside Sanrio to bring the iconic characters into bold, personality-led brand storytelling. With over 50 years of cultural relevance, the brand offers a powerful, playful way for advertisers to connect with audiences through instantly recognisable character and emotion.

Few characters in children’s storytelling have achieved the cultural reach of The Gruffalo. First published in 1999, Julia Donaldson and Axel Scheffler’s instantly recognisable creation has become a true modern classic, adored by families around the world. Together with The Gruffalo’s Child, the books have sold more than 38 million copies globally, been published in 107 languages, and earned a permanent place in the collective imagination.

From multiple 5.9-star System1 campaigns to record-breaking festive launches, Born Licensing explores why character-led storytelling remains one of the most effective tools in Christmas advertising.

There are few comedy duos as universally recognised or as timelessly beloved as Laurel & Hardy. From slapstick silent shorts in the late 1920s to feature films and animated series that continue to entertain audiences around the world, Stan Laurel and Oliver Hardy shaped the very DNA of physical comedy. Nearly a century after their first screen appearance together, their appeal hasn’t faded: it has become a cultural touchstone spanning generations.

Christmas is rarely predictable, and The AA’s latest festive campaign leans into that truth with a playful character-led twist. This year, the brand has partnered with Elves Behavin’ Badly, bringing the nation’s favourite mischievous duo into its well-known platform, “It’s OK, I’m with The AA”.

Google Pixel’s ‘It’s Pixel, actually’ campaign reunites Love Actually stars to showcase the Pixel 10’s cinematic capabilities in a warm, nostalgic festive moment — with Born Licensing managing the entire licensing process behind the scenes. The result is a joyful blend of modern craft and beloved holiday storytelling.

IAMS and the Garfield collaborate to raise awareness on the issue of overweight cats. With Born Licensing helping bring the partnership to life alongside Paramount and adam&eveDDB, this partnership proves how iconic characters can elevate ad campaigns.

Candy Crush Solitaire and the Care Bears have joined forces for a month-long in-game celebration of love, color, and kindness. With Born Licensing helping bring the partnership to life alongside King and Cloudco Entertainment, this crossover proves that even in gaming, caring is still the sweetest win of all.