When I started in licensing back in 2007, I quickly realized that explaining what licensing is depends entirely on who you’re talking to. In my last episode, I broke it down for my mum, focusing on characters, stories, and why licensing is everywhere.

This time, I take you back to a different conversation - this one with my dad. He wasn’t interested in the fun or creativity of licensing. He wanted to know how the deals actually work.

Sitting on the couch watching an Australian Rules Football match, we dove into the mechanics of licensing. What do brands like Disney charge to use Mickey Mouse? What happens if the product doesn’t sell? How do these deals even start?

In this episode, I explain the nuts and bolts of licensing, covering:

• Royalty rates and minimum guarantees—how licensors make money

• Deal memos and contracts—why they matter in every agreement

• Style guides and approvals—how brands protect their identity

• The real value of licensing—why companies are willing to pay for IP

If you’re curious about the business side of licensing, this episode is for you.

And if you have a burning question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to hello@borntolicense.com, and I’ll do my best to include it in the show.

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🎙 Born to License – Hosted by David Born

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