LICENSING NEWS AND INSIGHTS FOR ADVERTISING
THE VOICE OF
LICENSING IN ADVERTISING
The campaigns making headlines, the deals shaping the industry, and what it all means for brands and agencies. Insight from the people who license the world's most loved characters and clips.
Menopause Monopoly: how Aviva reimagined an iconic board game to spark a national conversation
Aviva has teamed up with Saatchi & Saatchi, OMD UK, Channel 4 and Hasbro to launch Menopause Monopoly, a creative reimagining of Hasbro's iconic board game designed to challenge the stigma surrounding menopause and encourage more open conversations about its impact on everyday life.
From K-Pop to Hollywood blockbusters: Born Licensing's biggest takeaways from BLE 2026
Another year, another Brand Licensing Europe! The Born Licensing team headed to BLE 2026 for three packed days of meetings, presentations and conversations with some of the biggest names in entertainment licensing.
Born Licensing gets a makeover
After 12 years of helping some of the world’s biggest advertising agencies borrow the world’s biggest IP, we thought it was probably time we gave ourselves a little makeover. Born Licensing has officially launched its new brand identity and website: brighter, bolder and much more reflective of the advertising industry we work in every day.
Born Licensing welcomes Emmet Wright to the team
Born Licensing welcomes Emmet Wright to the team as Licensor Manager for North America, Australia and New Zealand-based campaigns.
Born Licensing brings Character Licensing Workshop to ad agencies
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.
Take9 launches “Count Before You Click” campaign featuring Sesame Street’s Count von Count
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.
Licensing Expo 2026: Born Licensing’s takeaways
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.
Google Pixel meets Love Actually, and lands an awards nomination
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 brings Character Licensing Workshop to UK ad agencies
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.
Twix shows why “Two Is More Than One” with a playful campaign featuring iconic duos
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?
Paddington: a perfect IP for brand storytelling
Optimism without irony, humour without edge. Paddington offers brands something rare in modern advertising: trust. Here's why the bear from Peru is a natural for brand storytelling.
Mr. Men Little Miss: icons of personality in the advertising space
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.
The Gruffalo steps into the spotlight for brand storytelling
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.
Why famous characters still win Christmas (and why we’re talking about it in January)
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.
Laurel & Hardy: bringing classic comedy to modern brand storytelling
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.
The AA welcomes some festive mischief with Elves Behavin’ Badly
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 takes inspiration from beloved Love Actually for festive ad
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.
Garfield brings star power to IAM 'Healthy Weight' campaign across the US
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 Care Bears deal in love for a season of sweet kindness
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.
Born Licensing helps the BFG serve up phizz-whizzing festive sequel for Sainsbury’s
The UK's favourite giant is back for another phizz-whizzing adventure! Following the phenomenal success of last year’s Sainsbury’s Christmas campaign with the BFG, the Roald Dahl classic returns to screens once again for a festive sequel filled with humour, heart, and a brand-new adversary: the mischievous Greedy Giant.