Few brands in history have achieved what Pokémon has achieved.

With over $103.6 billion in licensed retail sales and $12 billion generated in 2024 alone, Pokémon stands as the highest-grossing media franchise of all time — built not on a portfolio of brands, but on one singular IP.

In this episode of Born to License, we unpack the strategy behind that dominance.

We explore:

• How Pokémon leverages generational loyalty
• The role of scarcity in driving collectible demand
• Why collaborations like Oreo and the Van Gogh Museum became cultural moments
• The record-breaking $5M+ Pikachu card sale and what it signals
• How Pokémon continues to evolve while protecting its core identity

This episode is more than a celebration of Pokémon — it’s a blueprint for building an evergreen, emotionally resonant, and commercially powerful brand.

If you work in licensing, retail, entertainment, or brand strategy, this is essential listening.

🎙 Born to License – Hosted by David Born

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Netflix has walked away from its $82.7 billion deal to acquire Warner Bros. Discovery - and Paramount looks set to create a $22 billion licensing powerhouse. In this emergency episode of Born to License, David Born breaks down exactly what this seismic shift means for the licensing industry.

In this episode:

🌍 The licensing landscape just changed overnight

• Paramount (#12) + Warner Bros. Discovery (#6) = the 4th largest licensor on the planet
• Combined estimated retail sales of $22 billion, surpassing NBCUniversal and Mattel
• The closest thing to a true Disney rival the industry has ever seen

🎯 What this means for licensees

• A portfolio deal that could combine SpongeBob, PAW Patrol and Yellowstone with Looney Tunes, DC Comics, Scooby-Doo, Harry Potter and White Lotus
• How the streaming landscape shifts - and what it means if Netflix loses access to all Paramount and WBD content

📊 The market reaction

• Netflix up ~10% in after-hours trading — their shareholders never wanted this
• Netflix walks away with a $2.8 billion breakup fee
• Why Paramount's share price will be one to watch

⚠️ This is NOT a done deal

• WBD shareholder approval still required
• Regulatory clearance needed across the US and multiple territories
• The California AG and Senator Adam Schiff are already raising red flags
• NBCUniversal could still make a move — we're realistically a year away from completion

💭 David's honest take: the human and brand cost of consolidation

• What happens to Beavis and Butt-Head, Ren & Stimpy, Yogi Bear and The Jetsons when two massive licensing teams merge?
• The brilliant people at Paramount and WBD who will be impacted by inevitable redundancies
• Why streaming success and licensing success are two very different things — and what Netflix does next

If you work in licensing, retail, toys, or brand strategy, this is the episode you need to hear right now.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License

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🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

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I’m back in Melbourne — and for the first time in nearly a decade, Melbourne Toy Fair is officially back on my international event calendar.

In this episode of Born to License, David Born previews what to expect from the Australian Toy Hobby and Licensing Fair, the largest trade event of its kind in the Southern Hemisphere, held at the Melbourne Convention & Exhibition Centre.

With around 200 exhibitors and 4,000 trade attendees, this isn’t a public fan event — it’s where buyers, licensors, agents, and brand owners look ahead at the next 24 months of product and IP strategy.

In this episode:

🎯 Why Melbourne Toy Fair matters for licensing

• Closed-door showcases from major studios and brands
• Early previews of upcoming films, anniversaries, and new IP launches
• Forward-looking intelligence you won’t see publicly

🔥 What’s likely to dominate the floor

• K-Pop Demon Hunters momentum after London and New York Toy Fair
• The continued strength of Spider-Man
• Why Bluey is an unstoppable force in Australia

🛍️ Smart category expansion in action

• Paw Patrol moving into premium homewares via Adairs Kids
• What that says about long-term IP positioning

👟 The Crocs × LEGO drop strategy breakdown

• A $150 brick-shaped clog
• Sold out in hours
• Debuted at Paris Fashion Week
• Why hype, attention, and cultural conversation matter more than wearability

David also shares why he’s prioritizing Australia more strategically this year — and what he’ll be looking for on the show floor to gauge where the licensing industry is headed in 2026 and beyond.

If you work in licensing, retail, toys, or brand strategy, this episode is your insider preview before the doors even open.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

🔹 Follow David on LinkedIn

🔹 Follow David on Instagram

🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense

👉 Have a question about licensing? Send it in for our upcoming Q&A episode!

📩 Contact: hello@borntolicense.com

🎧 Subscribe & Follow for new episodes on licensing and the business of IP!