David Born Launches Learn to License – and Why It Matters for Marketers Too
For over a decade, Born Licensing has been shouting about the power of entertainment IP in advertising. From He-Man and Skeletor recreating Dirty Dancing, to Buddy the Elf helping ASDA steal Christmas, and from King Valkyrie starring in a Direct Line ad, to our latest work on the Sainsbury’s campaign with the BFG, we’ve seen first-hand how characters can elevate campaigns, delivering both cultural cut-through and commercial results.
But licensing doesn’t stop at advertising. In fact, advertising is just one corner of a huge global industry worth hundreds of billions of dollars: product licensing. From fashion collabs to FMCG tie-ins, this is the world where characters, films, sports, and celebrities are licensed onto products that reach consumers in their everyday lives. And while many marketers are familiar with brand partnerships, far fewer really understand how licensing works – or how to navigate it.
FROM BORN LICENSING TO LEARN TO LICENSE
That’s why our CEO David Born has decided to launch Learn to License, a new platform designed to guide newcomers through the essentials of product licensing. It’s not about advertising – we’ve got that covered at Born Licensing – but about giving people the confidence to step into the wider licensing space. We want to demystify the jargon, explain how deals are structured, and show how brands of all sizes can work with IP owners to create products that resonate with fans and shoppers.
So why should the advertising world care? Because these two licensing universes are more connected than you think. The same characters that light up a TV spot are often starring on toys, T-shirts, or even food packaging. Understanding how they live in culture beyond the 30-second ad helps agencies and brands think more holistically about how to use IP. It’s all part of the same ecosystem of creativity.
In advertising, we’ve proven again and again that characters can make campaigns unforgettable. With Learn to License, we’re helping to ensure that the same creativity flourishes in the product licensing world too. Because whether it’s on screen or on shelf, licensing has the power to make ideas bigger, bolder and more culturally relevant.
LEARN TO LICENSE: COURSE HIGHLIGHTS
The platform will include:
Six comprehensive sessions covering the complete licensing ecosystem, from identifying winning intellectual property to launching successful licensed products
Proven negotiation tactics and exact scripts for approaching major brands
Industry insider knowledge revealing key players and hidden opportunities
Step-by-step frameworks for creating products that generate consistent revenue
Real-world case studies from successful licensing deals
The course is specifically designed for various business types, including e-commerce and direct-to-consumer brands seeking competitive differentiation, retail-focused companies looking to secure premium shelf space, established businesses planning expansion into new categories, and entrepreneurs with innovative products ready to scale.
“Licensing can give your products instant attention and credibility that cuts through the noise,” Born explained. “Whether you're trying to break into retail or launch a new product line, licensing partnerships can open doors that would otherwise take years to access independently.”
LEARN TO LICENSE: AVAILABILITY AND PRICING
Learn to License will launch later this month at borntolicense.com/learn-to-license. The course is currently offered at a 25% launch discount and includes exclusive bonus materials and priority access to future updates.
For businesses looking to differentiate their products, expand into new markets, or partner with recognisable brands, Learn to License provides the roadmap to navigate an industry that has remained largely inaccessible to most entrepreneurs.
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