THE LATEST IN LICENSING

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From A Studio Apartment to the Globe: Born Licensing Turns 11

Eleven years ago, Born Licensing began with nothing more than a laptop, a studio apartment in Melbourne, and a belief that advertising could be better when powered by characters people already loved. There was no investor pitch deck, no neatly laminated business plan – and there was a lot to learn! What was there, however, was a head full of ideas and a deep passion for the emotional shorthand that iconic IP can bring to a campaign.

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Happy Gilmore 2 Swings Back Onto Netflix, And Brands Are Jumping on Board

It’s been nearly three decades since Adam Sandler first brought Happy Gilmore to life, and now the golf-club-wielding fan favourite is back. Netflix has just released Happy Gilmore 2, bringing a fresh wave of nostalgia to one of the most iconic sports comedies of the ’90s - and this time, the brand partnerships are as bold as Happy’s swing.

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The AA x Street Fighter’s triple win at the 39th Marketing Society Awards

We are thrilled to announce that the campaign ‘It’s OK, I’m with the AA’ that we worked on last year won not one, not two, but three (!) awards at the 39th Marketing Society Awards. The campaign for the AA, the UK’s leading driving services business, licensed Ken and Ryu from nostalgic arcade game Street Fighter, and Born Licensing managed the whole licensing process from start to finish to help bring this clever and fun project to life.

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LICENSING EXPO 2024 AND LICENSING INTERNATIONAL EXCELLENCE AWARDS

The Born Licensing team attended the 2024 Licensing Expo taking place in Las Vegas, a great annual reminder of how innovative, resilient and incredibly talented the licensing industry is. We met up with over 50 Licensors, including Disney, Hasbro, Mattel, Warner Bros., Paramount, Universal, Penguin Ventures, ZAG, The Smurfs, LEGO, Cloudco, SEGA, Netflix, Roald Dahl, Atari, Tetris, Sesame Workshop, Angry Birds, Peanuts, King Features, Roald Dahl... and many more!

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