Born Licensing’s Christmas showcase
How to Win Christmas
Step into the magical world of entertainment with Born Licensing. For a limited time only Born Licensing is offering a free 15-minute session to creative agencies preparing to start development on their Christmas 2024 campaigns.
The session will provide insights into what it takes to secure a winning campaign, whilst showcasing some of the many famous characters available to license. From The Snowman to Love Actually - there is a range of iconic festive IP that can be used to elevate your next Christmas campaign and create some Christmas magic.
In 2022, Born Licensing secured the first-ever licensing agreement in advertising to use Buddy the Elf for ASDA's 'Have Your Elf a Merry Christmas'. The results were incredible: the campaign was named "the nation's favourite ad of 2022" by ITV and System1, and it was also "one of the most emotionally effective Christmas ads" System1 has ever tested.
Check out the full case studies from some of the Christmas campaigns we’ve worked on over the years:
For more resources on how to win Christmas check out the following articles:
Born Licensing is launching its Character Licensing Workshop series to help agencies confidently navigate the world of entertainment IP, turning a complex process into a clear, practical creative opportunity. Designed for creatives, producers and business affairs teams, the sessions demystify character licensing and unlock its full potential in advertising.
In a digital world where fraudsters rely on urgency, panic and split-second decisions, sometimes the most powerful thing you can do is pause. That's the thinking behind Take9's new "Count Before You Click" campaign, which enlists one of the world's most recognisable number enthusiasts: Sesame Street's Count von Count. Created in partnership with Sesame Workshop and developed by Bully Pulpit International (BPI), the campaign uses the beloved character to encourage consumers to take a simple nine-second pause before responding to suspicious online messages, emails or alerts.
Another year, another hugely successful week at Licensing Expo in Las Vegas — and if this year proved anything, it’s that the licensing industry continues to thrive. From entertainment and gaming to fashion, publishing and experiential, the appetite for character-driven storytelling and brand partnerships feels stronger than ever.
We’re pleased to share that “It’s Pixel, actually” — our campaign with Google Pixel and Love Actually — has been nominated for Best Advertising Campaign Featuring a Licensed Brand at the 2026 Licensing International Excellence Awards.
Born Licensing is launching its UK Character Workshop series to help agencies confidently navigate the world of entertainment IP, turning a complex process into a clear, practical creative opportunity. Designed for creatives, producers and business affairs teams, the sessions demystify character licensing and unlock its full potential in advertising.
Launched under Twix’s new global brand platform, “Two is More Than One,” the campaign invites audiences to reflect on a simple question: when else is one good, but two is better?
Optimism without irony, humour without edge. Paddington offers brands something rare in modern advertising: trust. Here's why the bear from Peru is a natural for brand storytelling.
Born Licensing is proud to announce that we now represent Mr. Men Little Miss as licensing agents in the advertising and marketing space, working alongside Sanrio to bring the iconic characters into bold, personality-led brand storytelling. With over 50 years of cultural relevance, the brand offers a powerful, playful way for advertisers to connect with audiences through instantly recognisable character and emotion.
Few characters in children’s storytelling have achieved the cultural reach of The Gruffalo. First published in 1999, Julia Donaldson and Axel Scheffler’s instantly recognisable creation has become a true modern classic, adored by families around the world. Together with The Gruffalo’s Child, the books have sold more than 38 million copies globally, been published in 107 languages, and earned a permanent place in the collective imagination.
From multiple 5.9-star System1 campaigns to record-breaking festive launches, Born Licensing explores why character-led storytelling remains one of the most effective tools in Christmas advertising.
There are few comedy duos as universally recognised or as timelessly beloved as Laurel & Hardy. From slapstick silent shorts in the late 1920s to feature films and animated series that continue to entertain audiences around the world, Stan Laurel and Oliver Hardy shaped the very DNA of physical comedy. Nearly a century after their first screen appearance together, their appeal hasn’t faded: it has become a cultural touchstone spanning generations.
Christmas is rarely predictable, and The AA’s latest festive campaign leans into that truth with a playful character-led twist. This year, the brand has partnered with Elves Behavin’ Badly, bringing the nation’s favourite mischievous duo into its well-known platform, “It’s OK, I’m with The AA”.
Google Pixel’s ‘It’s Pixel, actually’ campaign reunites Love Actually stars to showcase the Pixel 10’s cinematic capabilities in a warm, nostalgic festive moment — with Born Licensing managing the entire licensing process behind the scenes. The result is a joyful blend of modern craft and beloved holiday storytelling.
IAMS and the Garfield collaborate to raise awareness on the issue of overweight cats. With Born Licensing helping bring the partnership to life alongside Paramount and adam&eveDDB, this partnership proves how iconic characters can elevate ad campaigns.
Candy Crush Solitaire and the Care Bears have joined forces for a month-long in-game celebration of love, color, and kindness. With Born Licensing helping bring the partnership to life alongside King and Cloudco Entertainment, this crossover proves that even in gaming, caring is still the sweetest win of all.
Ghirardelli teamed up with SpongeBob SquarePants and Patrick Star for a campaign celebrating iconic pairs, with Born Licensing managing the clip licensing and approvals process with Paramount. The result was a sweet, nostalgic spot that perfectly paired beloved characters with Ghirardelli’s new chocolate and caramel squares.
The Born team attended BLE 2025 in London. Over three days packed with meetings, presentations (and characters!), we caught up with over 30 licensors — including industry heavyweights like Disney, Paramount, Warner Bros., Sanrio, Pokémon, Canal+, LEGO and The Roald Dahl Story Company, among many others. It’s always an incredible opportunity to connect face-to-face with the people behind the IPs that continue to define culture, spark creativity, and shape campaigns across industries.
Born Licensing won Best Licensed Promotions Campaign at the 2025 Licensing Awards for Sainsbury’s x the BFG Christmas campaign
Licensing doesn’t stop at advertising — it’s a global industry shaping products we see on shelves every day. With Learn to License, we’re opening up that world to newcomers, giving them the tools to navigate product licensing with confidence.
Sainsbury’s 2024 Christmas campaign, starring the BFG and colleague Sophie, has been shortlisted for both the IPM Awards and UK Licensing Awards 2025
Eleven years ago, Born Licensing began with nothing more than a laptop, a studio apartment in Melbourne, and a belief that advertising could be better when powered by characters people already loved. There was no investor pitch deck, no neatly laminated business plan – and there was a lot to learn! What was there, however, was a head full of ideas and a deep passion for the emotional shorthand that iconic IP can bring to a campaign.
It’s been nearly three decades since Adam Sandler first brought Happy Gilmore to life, and now the golf-club-wielding fan favourite is back. Netflix has just released Happy Gilmore 2, bringing a fresh wave of nostalgia to one of the most iconic sports comedies of the ’90s - and this time, the brand partnerships are as bold as Happy’s swing.
In May 2025, the Born team touched down in Las Vegas to attend the biggest licensing event of the year, the 2025 Licensing Expo. And, of course, to snap some pictures with our favourite characters!
huglondon
We build brands that matter. With over 80 businesses started every hour, yours needs to stand out. (hug) was founded to give passionate and ambitious businesses owners a competitive advantage in today’s crowded market.
Born Licensing welcomes Emmet Wright to the team as Licensor Manager for North America, Australia and New Zealand-based campaigns.