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February 13, 2024
Steven Singer Jewelers has launched its first licensed product offering: a Care Bears branded 24 karat gold-dipped rainbow rose. The jeweler, best known for its popular gold-dipped roses, will launch the limited-edition version for sale across the US from its online store along with the physical sto
January 3, 2024
Licensing agent Born Licensing has announced the launch of Born to License, which will expand its services to companies outside of the advertising sector. The firm, best known for delivering incremental revenue to the licensing industry through deals in the licensed advertising category, has made th
August 18, 2023
The office space-sharing company has raised "substantial doubt" about its future.
August 14, 2023
How Barbie has sustained as one of the most successful toy brands of all time
August 9, 2023
From her German fashion doll-inspired beginnings in the 1950s to breaking box office records in 2023, Campaign explores how Barbie has remained popular for the past six decades. Clever marketing or something else?
January 6, 2023
The Havas London-created ad is the latest Thinkboxes winner
April 30, 2021
The Drum Network Born Licensing unveils first advertising campaign Leading licensing agent Born Licensing has launched its first ever creative campaign targeting UK adland. In a unique mash-up, the firm is deploying a crack team of well-known characters to challenge the can’t-do attitude the industry has relating to the use of licensed characters in creative campaigns. In an industry first, Born Licensing illustrates the engaging use of characters in ads, bringing together SpongeBob SquarePan...
March 15, 2021
78% of the UK public selected the fictional superhero over the otherworldly actress that plays her David Born, head of Born Licensing, is responsible for getting beloved IP into ads from top brands. His research indicates that consumers prefer fictional characters to real people so hes explained how marketers can navigate this trend. When asked who would most likely capture their attention in an ad out of Wonder Woman or Gal Gadot, 78% of the UK public selected the fictional superhero over the...