What really happens at Licensing Expo?

After 13 years attending - and exhibiting for the first time - this is the honest breakdown of Licensing Expo 2026 in Las Vegas.

No highlight reel. Just real insights, real numbers, real costs - and what actually matters if you're in (or entering) the licensing industry.

This year’s event confirmed one thing: licensing is booming. With the industry now valued at $389.8 billion, the opportunity is massive - but so is the gap in understanding how it actually works.

🎯 In this episode, you’ll learn:

• The real numbers behind Licensing Expo 2026
• Why licensing is now a $400B global industry
• What first-time exhibitors reveal about the future of IP
• The true cost of exhibiting (and what people underestimate)
• ROI insights from exhibiting vs attending
• Why many people still don’t understand licensing fundamentals
• The rise of new brands, AI tools, and faster IP creation
• Key trends: fandom, food brands, sports licensing & global growth
• Why physical products and “offline play” are making a comeback

💡 The big takeaway:

The licensing industry is growing fast—but knowledge, relationships, and execution are still what separate success from noise.

🎙 Born to License – Hosted by David Born

🔹 Sign up for Learn to License

🔹 Learn More about Born to License

🔹 Learn More about Born Licensing

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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

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

What really happens at Licensing Expo?

In this episode of Born to License, David Born shares a behind-the-scenes look at Licensing Expo 2026 in Las Vegas - from speaking about AI in licensing, to insights from his team on the ground, to conversations with exhibitors building the next wave of IP.

This isn’t just a highlight reel. It’s a real-time look at where the licensing industry is heading.

🎙️ In This Episode:

• David’s talk on AI in the licensing industry
• Why trust and relationships still matter more than ever
• How AI is already being used across licensing workflows
• Key risks of AI (including confidentiality & entry-level roles)
• Insights from the Born team live on the show floor
• Conversations with first-time exhibitors & global IP owners
• What it’s actually like to exhibit at Licensing Expo

🧠 Key Takeaways on AI & Licensing:

• AI can increase efficiency across the licensing lifecycle
• It helps with IP discovery, content, and productivity
• But it cannot replace relationships or deal-making
• The industry must protect entry-level opportunities
• Confidentiality is critical when using AI tools

🌍 About Licensing Expo:

Licensing Expo is the world’s largest event for the brand licensing industry, bringing together:

• Global licensors & licensees
• Retailers, manufacturers & agents
• The biggest brands in entertainment, lifestyle & more

It’s where deals are made—and where the future of licensing takes shape.

🎙 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

🔹 Check out thedavidborn.com

🔹 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!

The biggest week in licensing is here.

In this special episode of Born to License, we’re on the ground in Los Angeles just days before Licensing Expo 2026 — and for the first time ever, the entire Born team is together.

Before the show floor opens, David sits down with the team to answer three key questions:

👉 What IP will dominate the show?

👉 What advice would you give first-time attendees?

👉 What are you most excited about this year?

🔥 What You’ll Learn in This Episode

• The most talked-about IPs heading into Licensing Expo 2026
• Why K-Pop Demon Hunters, Shrek, Bluey, and Pokémon are dominating conversations
• Insider tips for first-time attendees (that most people miss)
• How to prepare, network, and make the most of the event
• What really matters beyond the meetings and show floor

🎯 Top Licensing Expo 2026 Predictions

The Born team shares their insights on what will shape the show, including:

• The rise of new breakout IP
• Major upcoming tentpoles like Shrek 5 and Toy Story
• The long-term impact of future-facing planning (2028–2029)
• How global trends like Olympics 2028 influence licensing

💡 Advice for First-Time Attendees

If you're attending Licensing Expo for the first time, this episode is packed with practical advice:

• Plan your schedule well in advance
• Be open to unexpected networking opportunities
• Don’t miss panels, activations, and experiences
• Wear comfortable shoes (seriously)
• Talk to everyone — your next deal could be anywhere

🚀 From the Host: What to Expect This Year

David shares his own perspective:

• Why K-Pop Demon Hunters is the IP to watch
• Where to focus if your meetings are already locked
• How to get value from networking spaces and panels
• His session at Licensing Expo (AI in licensing)

📍 Catch David live:

“Brand Licensing Meets AI: The Fundamentals You Need to Know”

🗓️ Wednesday | 3PM | Networking Hub

📍 Meet Us at Licensing Expo

For the first time ever, Born to License has its own booth!

📍 Booth: T236

🎙️ Come say hello — you might even be featured on the podcast

🎙 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

🔹 Check out thedavidborn.com

🔹 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!

What is Licensing Expo really like?

In this episode of Born to License, David takes you inside Licensing Expo Las Vegas - the biggest and most important event in the global licensing industry.

From his very first visit in 2013 with Warner Bros. to now exhibiting with his own team, this episode is a behind-the-scenes look at how the licensing world comes together to create partnerships, deals, and billion-dollar brands.

🎢 What You’ll Learn in This Episode

• What Licensing Expo is and why it matters
• How major brands like Disney, Netflix, and Mattel operate at the event
• What happens behind closed doors in licensing summits
• How deals are made in fast-paced 30-minute meetings
• Why Licensing Expo is the most exciting trade show in the world
• The journey from attendee to exhibitor

🌍 Inside Licensing Expo

Licensing Expo brings together over 12,000 professionals from 70+ countries, including:

• Licensors
• Retailers
• Manufacturers
• Agents & agencies
• Global entertainment brands

It’s where the future of licensing is revealed — from upcoming films and franchises to major brand collaborations.

🎤 A Personal Journey

David shares his personal story:

• His first trip to Las Vegas and Licensing Expo
• Working with Warner Bros. Consumer Products
• Building his own licensing agency
• Bringing a team of 13 to the event
• Exhibiting for the very first time

🎬 Beyond the Show Floor

Licensing Expo isn’t just business — it’s an experience:

• Iconic Las Vegas shows and performances
• Industry awards (the “Oscars of licensing”)
• Team traditions and celebrations
• The energy of one of the most unique cities in the world

🚀 Join Us at Licensing Expo

We’ll be recording live from the show floor this year.

📍 Booth: T236

📩 Want to be on the podcast? Email: hello@borntolicense.com

🎙 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

🔹 Check out thedavidborn.com

🔹 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!

How did Star Wars become one of the most powerful licensing machines in history?

On Star Wars Day, we’re breaking down the origin story of modern licensing — and how a single deal in 1977 changed the industry forever.

From a bold negotiation by George Lucas to billions in merchandise sales, this episode explores how Star Wars became a $30B+ licensing empire.

🚀 What You’ll Learn in This Episode

🎬 The Deal That Changed Everything

• Why George Lucas took a pay cut for merchandising rights
• How that decision reshaped the licensing industry
• The real value of owning IP

🧸 The Toy Boom That Shocked the Industry

• How Kenner turned Star Wars into a retail phenomenon
• The famous “empty box” Christmas strategy
• $100M in sales from a $100K deal

💼 Owning the Rights = Owning the Future

• How Lucas regained full merchandising control
• Building an empire through Lucasfilm
• Why merchandise outperformed the films

💰 The Disney Acquisition

• The $4.05B deal that changed entertainment
• Why Star Wars remains one of the most valuable IPs ever

🌍 Evergreen Licensing in Action

• Why kids love Star Wars without watching the films
• How characters like Grogu drive product demand
• What “cultural IP” really looks like

🛍️ Real-World Licensing Example

• How Hippo Blu brought Star Wars into personalized products
• From kids’ backpacks to adult collectibles
• A masterclass in understanding your audience

📺 Iconic Brand Collaboration

• The legendary Volkswagen Super Bowl ad
• How Star Wars helped create one of the most viral ads ever
• Why great licensing extends beyond products

🧠 Key Licensing Insight

The most powerful IP doesn’t live on screen — it lives in culture.

Star Wars isn’t just a film franchise. It’s a brand that exists across:

• Retail
• Content
• Experiences
• Everyday life

That’s what makes it one of the greatest licensing success stories of all time.

🎯 Who This Is For

• Licensing professionals & brand managers
• IP owners & entertainment executives
• Retail & consumer product teams
• Anyone interested in brand strategy, merchandising, and licensing

🎙 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

🔹 Check out thedavidborn.com

🔹 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!

What happened in licensing this week? Here are 5 major moves you need to know.

Fresh back from trekking to the base camp of Mount Everest in Nepal, David breaks down the biggest licensing news, brand partnerships, and IP strategies shaping 2026.

From global entertainment giants to fast-moving consumer brands, this episode covers the latest trends in licensing, merchandising, and brand collaborations — and what they mean for businesses, marketers, and IP owners.

🚀 Key Licensing Stories Covered

🧱 LEGO x Shrek

• First-ever LEGO Shrek sets after 25 years
• How evergreen IP creates long-term licensing value
• Why timing matters (anniversaries + upcoming releases)

💼 Warner Bros. Discovery x Paramount

• The $111B merger reshaping the licensing landscape
• What IP consolidation means for licensees
• Why relationships are more important than ever

☕ Starbucks x The Devil Wears Prada 2

• Turning cultural moments into brand partnerships
• Why the best licensing collaborations feel authentic
• Activating 20+ years of brand association

📺 Netflix x Stranger Things

• Extending IP beyond the end of a series
• New formats, new audiences, new product lines
• How to maximize long-term franchise value

🎨 Peppa Pig x Canva

• Meeting audiences where they already are
• Leveraging built-in demand (1.4M+ searches)
• Why this is a “dream” licensing partnership

🧠 Key Licensing Insight

The future of licensing is omnipresence.

The strongest brands and IPs are no longer limited to one channel — they’re showing up across retail, digital platforms, experiences, and global partnerships.

🎯 Who This Is For

• Licensing professionals & brand managers
• Retail & product teams
• Marketing and partnerships leaders
• Anyone interested in IP, brand strategy, and consumer products

🎙 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

🔹 Check out thedavidborn.com

🔹 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!

No new episode this week… but for a good reason.

Right now, David is in Nepal, trekking to the base camp of Mount Everest — an adventure that’s been a long time in the making.

So while there’s no full episode of Born to License this week, this is the perfect time to catch up on everything you might have missed.

🎧 What to explore:

🚀 Conversations with industry experts

• Licensors, licensees, and agents
• Licensing lawyers and thought leaders
• Behind-the-scenes insights from the Born team

📈 Deep dives into major topics

• The Warner Bros. Discovery story and what it means for licensing
• The licensing strategy behind The Super Mario Bros. Movie
• Trends shaping the future of IP and brand partnerships

💡 Practical insights you can apply

• How licensing works in the real world
• What makes partnerships succeed
• Lessons from real case studies

We’ll be back next week with a brand new episode.

In the meantime, this is your chance to dive into the archive and level up your understanding of licensing.

🎙 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

🔹 Check out thedavidborn.com

🔹 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!

Everyone wants to license with the biggest brands in the world… but that’s exactly where most people go wrong.

In this episode of Born to License, David shares a powerful snippet from his conversation on the It’s No Fluke podcast with Jeff Barrett — breaking down the smart way to get started in licensing.

Because while brands like Disney or Bluey are incredibly appealing, they’re also the hardest to access — especially if you’re new to licensing.

Instead, the real opportunity lies in building momentum step by step.

In this episode:

🚀 Why you shouldn’t start with the biggest licenses

• The reality of working with top-tier brands
• Why new licensees often get rejected
• Thinking long-term (3–4 year strategy)

🎯 The smarter way to enter licensing

• Starting with “hungry” brands open to new partners
• Building credibility before going after A-list IP
• Creating a clear pathway to bigger deals

📈 Real case study: from first deal to major success

• Working with Care Bears (via CloudCo) as a first خطوة
• Scaling into a major opportunity with Wicked
• How collectability doubled customer spend

💡 Key insight: licensing is a journey

• Why momentum matters more than starting big
• How smart brand selection drives long-term success
• Turning one deal into many

The key takeaway: Don’t start at the top — build your way there.

The most successful licensing strategies aren’t built on one big deal… they’re built on smart, strategic progression.

🎙 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

🔹 Check out thedavidborn.com

🔹 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!