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 profile one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
My first job in licensing was at Hamilton Projects in NYC.  I worked for Debra Joester, who later went on to form The Joster Loria Group with Joanne Loria. I feel privileged to have learned licensing from industry leaders who are still making a difference. Hamilton Projects clients included corporate and entertainment brands like Coca Cola and the TV show Beverly Hills, 90210. My next position was with Universal Studios Consumer Products where I became SVP of Worldwide Promotions. Getting to work in different types of organizations—from agencies to a big Hollywood studio—has given me a broad view of the licensing industry.

What’s a “typical” day in your current position?
I love the licensing industry because no two days are alike. Bonkers Toys is a leader in products based on new media properties and we have grown dramatically in the past few years. Our brands range from YouTube creators to games and other digitally native properties, which is an enormous segment of entertainment that kids are consuming today. As the Head of Licensing, I am searching for emerging trends and creators and I spend time fostering relationships in the creator and gaming worlds. My typical day involves meetings with YouTube creators and their managers, with licensing agents, and with internal teams across marketing, product development, and sales. My days also include reviewing license agreements, evaluating new creators, meeting with licensing agents to hear about potential new properties, and learning from our marketing and sales teams how our retailers are doing globally with our licensed toys.

What are the most significant trends or changes that you’ve seen in the business in recent years?
A major shift that I have seen is the emergence of licensing opportunities beyond traditional entertainment. The rise of social media platforms like YouTube and TikTok have created new avenues for licensing, with viewership metrics rivaling those of top TV shows and films. It is an exciting time in the licensing industry because big properties can come from anywhere. Take Bonkers for example—in 2018 the company was the first licensee for Ryan’s World, the wildly popular YouTube channel. Since then, Bonkers has partnered with Moriah Elizabeth (top DIY and craft channel on social media), LankyBox (YouTube gaming duo), Aphmau (female-led YouTube gaming channel), and the recent YouTube phenomenon Skibidi Toilet.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
In my experience, relationship-building skills are the cornerstone of success in the licensing industry. Some of my most significant deals stemmed from long-standing professional connections. Every license is a partnership between two companies, but mostly they are partnerships with the people in those companies. There are so many networking opportunities provided by industry events—every year when we get together at Licensing Expo and other tradeshows, I love seeing old friends and I frequently leave with a connection that turns into a great license (and a great friendship). I have had relationships with people in this industry for over 20 years. 

What is the best piece of advice you ever received or what is your favorite quote?
One of my favorite pieces of advice is, “You can never go wrong doing the right thing.” It is a great guiding principle, both personally and professionally, and it’s a sentiment echoed by both the CEO of Bonkers Toys, Brian Bonnett, and Ted Lasso.

If you weren’t in licensing, what would you be doing now?
I would either be a teacher or a rock star. It’s a 50/50 shot, except I can’t sing! I wanted to be both as a kid. I worked at a radio station during high school and got to meet some rock giants. They looked like they had the most fun. Later, I was privileged to work with Epic Rights doing licensing for KISS, AC/DC, and the John Lennon estate—licensing rock royalty.