How much does a license fee cost?

There are no fixed costs or rate cards in advertising licensing. Fees vary depending on the IP, territory, media, campaign duration, and how prominently the IP features in the campaign. Different rights holders have different expectations, and those can shift depending on what else they have going on around that IP. Born Licensing can give rough estimates based on previous conversations, so you avoid spending time on a route that's out of budget. We also have the reputation, experience and connections to sell ideas in to rights holders, and we're well placed to negotiate fees that work for everyone.

How long does it take to license IP?

Timelines vary depending on the rights holder, the usage, the creative and complexity of the campaign, and the number of stakeholders involved. Bringing Born Licensing in early helps avoid delays, because we know the right people to speak to. We can also usually tell you upfront whether your timelines are feasible.

Can I use a movie clip, song or image that I found online?

No. The fact that content is publicly available online doesn't mean it's free to use. Most entertainment content remains protected by copyright and requires permission from the relevant rights holders.

Do I really need a license if I'm only lightly referencing an IP?

If you're expecting the audience to make a connection with an existing IP, the likelihood is you'll need a license. Rights holders are extremely protective of their IP, and you wouldn't want to risk a costly legal battle. We're not lawyers and can't provide legal advice, but we'd always recommend not taking the risk.

Can I do whatever I want with the IP once I've obtained a license?

No. Licenses come with specific terms and conditions. Rights holders define how the IP can be used, where it can appear and for how long, and they approve all creative before it goes live. Born Licensing can guide you through the process from start to finish.

CONTACT BORN LICENSING

SEND US YOUR BRIEF

Tell us what you have in mind. As appointed agents for rights holders like Universal, Hasbro, Sesame Workshop and more, we clear the characters and clips you want with no clearance fees on the IP we represent*, and we'll get back to you within 24 hours.

Reviews

Julia Pensabene, Business Director, New Commercial Arts

Working with Born Licensing on the 2025 Sainsbury’s Christmas campaign, specifically with the Roald Dahl Story Company for the BFG, was an exceptional experience. They provided flawless, proactive support and expert guidance throughout the entire process. Their professionalism and deep knowledge are unmatched, setting the highest standard for quality service in the licensing industry. The team was simply outstanding.

Vicki Maguire, Chief Creative Officer, Havas London

I make a point of working with people who are smarter, more plugged in and more talented than myself. David and his crew went above and beyond. They don’t know the word “no”. As Buddy the elf would say “You did it! Great job everybody”.

Charlotte Fisher, Head of Business Affairs, Saatchi & Saatchi London

From creative development, through rights holders fee and usage negotiations to final contracts, the expertise, knowledge and support of David and the team at Born Licensing were invaluable in being able to deliver the Campaign. They took the time to truly understand the Client and Agency creative, the usage requirements and the budgets and were a key partner in the process. I would not hesitate to recommend them to anyone looking to license IP.

Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi London

Working with the Born Licensing team was a total pleasure. We had a tricky situation in terms of time and creative - this together with our fair share US based rights holders & estates to contend with. Born Licensing’s calm approach together with their existing extensive knowledge of many rights holders helped us find our way through. Born licensing went over and above to deliver what was needed (including literally running contracts around town themselves to ensure signature and sign offs!) They are now my go to for anything licensing related.

Alice Isner, Associate Director of Business Affairs, The Martin Agency

Born Licensing is always at ready to help. Whether it be to brainstorm ideas that fulfil a brief, or to seamlessly facilitate negotiations and licensing, they make me feel that my project is their priority. I rely upon their expertise, and I trust them explicitly and am thrilled to have them as a partner.

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