The Born Perspective
Articles
Hello Kitty isn’t just a cute character — she’s one of the most successful licensing icons in the world.
In this episode, I explore how Hello Kitty evolved from a simple character created by Sanrio into a global licensing powerhouse spanning retail, cafés, collaborations, fashion, and experiential spaces. This isn’t nostalgia — this is strategic brand building.
In this video, you’ll learn:
Why Hello Kitty’s simplicity is a strategic advantage
How Sanrio built a long-term licensing empire
What makes Hello Kitty work across generations
How collaborations expand brand relevance
Why emotional connection drives licensing success
If you’re interested in licensing, brand strategy, IP development, or retail expansion, Hello Kitty is a masterclass in long-term brand equity.
exactly why SpongeBob is still one of the most powerful brands in licensing.
As a licensing professional and lifelong SpongeBob fan, I break down why this restaurant works, what makes it special, and what brands can learn from it.
In this video, you’ll learn:
Why SpongeBob is one of the most successful licensed characters ever
What experiential licensing really means in practice
How strong brand guidelines protect long-term value
Why SpongeBob appeals to both kids and adults
What makes a licensed experience feel authentic
If you’re interested in licensing, brand extensions, IP, or experiential marketing, this is a real-world case study you don’t want to miss.
In this episode of Born to License, David Born breaks down why character and IP licensing has become one of the most powerful tools in Super Bowl advertising, especially now that a 30-second spot costs up to $8 million. From Bill Murray reliving Groundhog Day for Jeep to Bryan Cranston and Aaron Paul returning as Walter White and Jesse Pinkman, David explains how brands use nostalgia, iconic characters, and cultural moments to cut through the noise — and why licensing is often the secret weapon behind the most memorable commercials. In this episode, David covers:
Why licensed characters outperform celebrities in Super Bowl ads
How nostalgia creates instant emotional connection at scale
Different ways brands license IP — from recreating iconic scenes to bespoke animation
Behind-the-scenes licensing challenges most viewers never think about
Standout Super Bowl campaigns from the past decade:
Early looks at 2026 Super Bowl licensed ads:
David also explains why modern Super Bowl licensing isn’t just about quick nostalgia hits — it’s about long-term partnerships, brand alignment, and cultural relevance. If you work in licensing, marketing, brand strategy, or entertainment, or you simply love breaking down iconic ads, this episode will completely change how you watch the Super Bowl.
Licensing isn’t just about putting a logo on a product — it’s about design, process, personalization, and brand value. In this episode, I visit Hippo Blue in Australia to go behind the scenes of a real licensing business and show how licensed products are actually developed, produced, and scaled. This is a hands-on look at licensing in the real world, from working with major IPs like Disney, Star Wars, Marvel, and Pixar to understanding how personalization transforms a licensed product into something truly special. In this episode, you’ll learn:
What licensing really means beyond the logo
How Hippo Blue works with global IP like Disney and Star Wars
Why personalization adds emotional and commercial value
How licensed products are designed for kids and adults
How licensing can drive growth beyond seasonal moments
Along the way, you’ll also see some classic Australian culture — but the core focus is how licensing works inside a real business.
Welcome to Born in Action - our new vlog series pulling back the curtain on the licensing industry! In this first episode, join CEO David Born as he balances marathon training with running Born Licensing, from an early morning podcast recording with Hasbro to a 26KM Saturday run. In this episode:
Early morning podcast recording setup
What licensing actually means (explained simply!)
Marathon training insights & 26KM run footage
Behind-the-scenes team meeting & vlog naming
Tour of the business divisions
Weekend CEO life & recovery routine
From discovering licensing 20 years ago at Warner Bros. to building a global agency, David shares the real, unfiltered journey of entrepreneurship in the entertainment licensing space.
In this episode of Born to License, David Born breaks down why character and IP licensing has become one of the most powerful tools in Super Bowl advertising, especially now that a 30-second spot costs up to $8 million.
From Bill Murray reliving Groundhog Day for Jeep to Bryan Cranston and Aaron Paul returning as Walter White and Jesse Pinkman, David explains how brands use nostalgia, iconic characters, and cultural moments to cut through the noise — and why licensing is often the secret weapon behind the most memorable commercials.
In this episode, David covers:
Why licensed characters outperform celebrities in Super Bowl ads
How nostalgia creates instant emotional connection at scale
Different ways brands license IP — from recreating iconic scenes to bespoke animation
Behind-the-scenes licensing challenges most viewers never think about
Standout Super Bowl campaigns from the past decade:
Early looks at 2026 Super Bowl licensed ads:
David also explains why modern Super Bowl licensing isn’t just about quick nostalgia hits — it’s about long-term partnerships, brand alignment, and cultural relevance.
If you work in licensing, marketing, brand strategy, or entertainment, or you simply love breaking down iconic ads, this episode will completely change how you watch the Super Bowl.