Born Licensing Celebrates 8th Anniversary With Expanded Roster Of Top Fictional Characters

What do Rocky, Barbie, Spock and the Cookie Monster have in common? They are all represented by Born Licensing, the only agency in the world solely focused on licensing premium entertainment intellectual property for use in advertising.

This year, Born Licensing celebrates its 8th anniversary by expanding its already impressive list of entertainment IP with a new set of globally recognized properties.

The one-stop licensing agency for characters, clips and entertainment intellectual property for advertising and marketing campaigns has just been named licensing agent for The Smurfs, Penguin Ventures (PETER RABBIT; THE SNOWMAN; FUN WITH SPOT and FLOWER FAIRIES), Zag (Miraculous: Tales of Ladybug & Cat Noir) and Atari (Asteroids, Breakout, Missile Command).

Born Licensing is already the designated licensing agent for some of the biggest entertainment studios in the world, including Paramount Pictures (Top Gun, The Godfather, Mean Girls, Clueless), MGM (Rocky, Thelma & Louise, RoboCop), Universal Studios (Back to the Future, Jurassic Park, Minions), Nickelodeon (Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Beavis & Butt-Head), CBS (Star Trek, Cheers, Twin Peaks), Hasbro (TRANSFORMERS, Peppa Pig, GI Joe) , Mattel (Masters of the Universe, Barbie, Bob the Builder), TETRIS and Care Bears.

Born Licensing Director David Born said: “We are proud to be the bridge between the world of advertising and the world of entertainment licensing, so we are delighted to add these globally recognized characters and IPs to our listing. As we continue to focus on new markets, it is extremely important that we represent properties that have global appeal. We can’t wait to see how creators incorporate our growing roster of iconic film and TV characters into their upcoming campaigns. »

Born Licensing has a unique representation model that sets it apart from typical rights licensing companies.

Their representation agreements with major studios and rights holders mean advertising agencies can use the services of Born Licensing to license a character or clip without having to pay them any clearance fees. In addition to the financial benefit, Born Licensing provides an efficient end-to-end licensing service that absorbs the resource-intensive approval process that can accompany entertainment IP licensing. Other responsibilities include research and development, managing commercial negotiations, providing advice on contracts, including renewals, and all other elements related to the licensing process.

Outside of their roster, Born Licensing also works regularly with all major studios and rights holders in the entertainment world, including Disney (such as their Barclaycard campaign with The Muppets) and Warner Bros. (like their campaign for Uber that licensed Scooby-Doo’s Mystery Machine). Their close relationships with rightsholders around the world make them a one-stop-shop for all entertainment intellectual property.

2022 has been a particularly strong year for Born Licensing having worked on several major advertising campaigns. In April, they celebrated the launch of British insurance company Direct Line’s successful Optimus Prime campaign by Saatchi & Saatchi, followed a few months later by a follow-up campaign featuring Marvel Studios’ King Valkyrie. Their most recent work launched in August in the US, with SpongeBob SquarePants’ Mr. Krabs featured in HeyLetsGo’s latest Envestnet ad campaign. Other notable work includes MoneySuperMarket’s viral campaign featuring He-Man and Skeletor from Mother London’s Masters of the Universe, Facebook’s first Super Bowl spot featuring Wieden + Kennedy’s Rocky, and GEICO’s campaign. featuring The Martin Agency’s Angry Birds.

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