The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we’re profiling one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
I’ve worked for over 20 years in entertainment and gaming companies, managing content, games, and consumer products. My first job in the entertainment business was at Universal Pictures Nordic team, after which I moved to Warner’s Home Entertainment. I worked with a Swedish consumer product brand as an entrepreneur and then moved on to a telco company as a content buyer.

Currently, I am heading Rovio Entertainment’s licensing business unit. The team works on content, consumer products, LBE, and publishing. I have enjoyed the ride a lot, experienced all sides of the entertainment business, and feel there have been great opportunities along the way.

What’s a “typical” day in your current position?
The fun part is that there is no “typical” day. In addition to normal office and remote days, we attend many expos and meet our partners. Meeting people from all over the world is the best part of this job and we have a wonderful global network of trusted partners. It is also a privilege to get to work with the Rovio internal teams, as it is such a special place to work.

Most of my time and attention is focused on the licensing and content program’s big picture and the overall strategy. Rovio is running a multi-year content roadmap, offering long- and short-format series, and has released two feature films. I’m there to make sure the business goals are achieved, clearing out any barriers and making sure the creatives can focus on their key expertise. Working through various time zones is a lot of fun and requires some imagination from time to time—I have taken meetings from the summer cottage, while walking the dog, or while cooking dinner.

What are the most significant trends or changes that you’ve seen in the business in recent years?
Kids and families’ consumer behaviors and play patterns have changed significantly during the last decade or so. There is more and more appetite to experience and immerse yourself in a brand in new ways, particularly through location-based entertainment and digital experiences. At the same time, the traditional retail landscape has changed due to eCommerce and the global economic situation, making it a bit more challenging to get retail space. There are also many good brands out there, so it takes more effort to get noticed and be top-of-mind.

What keeps you up at night? What’s your biggest challenge these days?
Right now, it is simply jetlag due to traveling to Licensing Expo!

But I think there are two key themes: how to make all business more sustainable, and how to cope with the current, challenging global economic situation. I hope in the future we have solved many big questions related to climate change, but we also see new rising topics such as how to ensure responsible use of AI. It’s important that we always aim to collaborate in responsible and safe ways around the world to work towards a better tomorrow.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Patience—sometimes it takes time to get the best possible deal done. On the other hand, with the market and consumer behavior constantly changing, it is important to be open-minded about the latest innovation, tech, and trends. For example, the gaming business is very data-driven, so at Rovio it is natural to have a strong focus on quantitative and qualitative data analysis. I think a key to success is to explore the full potential of both methods to get the best insights and analysis of the business.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“As a human being, you can only do one task at a time. Start from one task and eventually you get it all done.”

I also just participated in a mentoring program for Finnish Women in leadership, organized by the Helsinki Chamber of Commerce. I think it was an amazing experience and learning opportunity—it is good to exchange ideas with leaders from other industries as well. I had a top executive mentor, and the network of experienced mentees and mentors is so valuable. I would strongly recommend everyone in the licensing business to try mentoring and getting mentored.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
Our partnership with Topgolf has been one of the highlights in recent years. That collaboration launched an interactive experience where consumers get to play golf with our birds, combining digital and physical. Angry Birds and Topgolf fit naturally together as both have the same elements: aim, find the perfect angle, and launch! The collaboration enables Topgolf to reach out to new audiences, especially kids and families, and make the experience fun and exciting for all ages, regardless of your experience level. The game has still been the second most played game in their venues, making it a perfect example of the power of a brand and how you can widen your audience.

The last licensed product I bought was…
A Moomin mug from the other beloved Finnish brand, Moomin Valley.