KING VALKYRIE FROM MARVEL STUDIOS' THOR: LOVE AND THUNDER UNVEILED AS THE STAR OF DIRECT LINE'S NEW CAMPAIGN
BORN LICENSING SECURES MARVEL STUDIOS LICENSE FOR
DIRECT LINE
UK insurance company Direct Line has launched a new campaign starring King Valkyrie from Marvel Studios' latest film Thor: Love and Thunder. The cinematic 60' spot by Saatchi & Saatchi London sees Super Hero King Valkyrie, played by Tessa Thompson, take an unexpected detour to the British seaside to reluctantly take some time off whilst Direct Line continues to save the day. The campaign is a continuation of the award winning 'We're On It' platform. It will run on TV, VOD, Cinema, Social, and OOH.
Super Heroes Take Some Time Off
Born Licensing were brought on board to manage the entire character licensing process from start to finish including managing the extensive creative approvals and the negotiation of commercial terms with Marvel. This is the sixth spot that we have now worked on with Saatchi & Saatchi and Direct Line. Previously we've secured other iconic heroes for their 'We're On It' campaign including RoboCop, the Teenage Mutant Ninja Turtles, Bumblebee, and Optimus Prime from the TRANSFORMERS franchise.
The campaign premiered on Friday 1 July 2022 with a blockbuster 60” TV spot launching on Direct Line’s Twitter and YouTube channels. On broadcast the spot first aired on Saturday 2 July on Sky during the British Grand Prix Qualifier. The campaign is supported by Cinema, VOD, Social, Digital, and OOH including an amazing 2-week takeover at the BFI IMAX in London.
BORN LICENSING TRUSTED BY LEADING AGENCIES
It was great working with Saatchi & Saatchi again who continue to raise the bar when it comes to impactful creative. Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi said: “Direct Line’s campaigns keep growing, and now we’re bringing in Marvel Studios, the biggest entertainment property of all. Best of all, we get to do it in a delightful and unexpected way, showing a Super Hero finally able to get some me-time. We’ve upped the entertainment, star factor, introduced a female hero and deepened our cultural reach through the addition of King Valkyrie as she comes to UK screens this summer.”
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!
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Born Licensing welcomes Emmet Wright to the team as Licensor Manager for North America, Australia and New Zealand-based campaigns.