Скачать или смотреть I Visited the World’s First SpongeBob Restaurant + Hippo Blue + Labubu

This week on Born to License, David is reporting from Australia — but the episode spans three continents and three very different licensing stories.

From dining inside Bikini Bottom at the world’s first official SpongeBob SquarePants restaurant in São Paulo, to going behind the scenes at one of Australia’s fastest-growing licensed product businesses, to analyzing whether we’ve reached “Peak La Boo-Boo” — this episode explores what makes licensing succeed (or stall).

In this episode:

🍔 Experiential Licensing Done Right

David visits the world’s first standalone SpongeBob restaurant — a fully immersive, permanent location that proves licensing isn’t just about products… it’s about memories.

Why experiential IP is booming — and what brands must get right to protect long-term value.

🏭 Behind the Scenes at Courtney Brands (Hippo Blue)

An inside look at how licensed products from Disney, Warner Bros., and Paramount are brought to life — from design to compliance to production.

Including the numbers that matter:

400% increase in customer acquisition after launching Disney ranges
30% year-on-year business growth

What this case study teaches about doing licensing properly — and respectfully.

📈 Have We Reached Peak La Boo-Boo?

After explosive 700% growth and a $420M breakout year, resale prices are falling and production is scaling.

David shares his insights (featured in Campaign Asia) on whether La Boo-Boo becomes the next Hello Kitty… or the next Beanie Babies.

Key questions:

Can Pop Mart build long-term storytelling?
Will selective licensing protect the brand?
Is this a multichannel IP in the making?

Across all three stories, one message is clear:

Great licensing isn’t about slapping a character on a product.

It’s about respect for the IP, strategic partnerships, and quality execution at every touchpoint.

If you work in licensing, retail, brand strategy, entertainment, or collectibles — this episode is packed with practical insights.

🎙 Born to License – Hosted by David Born

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