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)?
Twelve years ago, I was sitting on a beach in Croatia when a thought came to my mind that changed everything. Emojis, at that time, were simply something used in digital communication but they had no commercial footprint in the physical world. There was no emotional lifestyle behind them and no brand. Back then, I decided to build something completely new—a lifestyle brand that would bring them into real life across products, experiences, media, and entertainment formats. Licensing was not just a business model for me; it became the vehicle to bring an idea to the world and to spread emotions.

What’s a “typical” day in your current position?
Frankly speaking there is no such thing as a typical day—and that is what I (still) love about it. We might be discussing a toy line with a potential client in the morning, reviewing designs from an architect for the openng of our arcade amusement centers by noon, and laying out a partnership in Asia in the evening. I really enjoy the variety and creativity the position and the brand brings with it and I love inspiring projects. I attempt to stay close to the creative, the partnerships, the overall strategy, and the global growth. I also challenge myself every day to keep the brand fresh and relevant across ages, markets, and cultures.

What’s your biggest personal or professional accomplishment?
Creating the emoji® brand from scratch and turning it into a globally recognized lifestyle phenomenon without being based on a movie, TV show, or comic is something I am deeply proud of. But of course it would not have been possible without the help of our wonderful team—our licensees and our agents all across the globe. And the idea was not just about licensing icons. It was about creating a full 360-degree universe that works across toys, fashion, food, entertainment, and location-based entertainment. We built something truly emotional, expressive, timeless, and borderless, and we did it independently.

What are the most significant trends or changes that you’ve seen in the business in recent years?
First, brands today need to live beyond a logo—they need to offer culture, content, and experiences. It is not enough to just be recognizable. Second, consumer attention is fragmented, so the power of short-form content, gaming, and immersive brand experiences has never been more important. We have responded with our own YouTube series and the upcoming launch of  emojiplanet®️ arcade centers that will provide memorable experiences to the entire family. Licensing today is about ecosystems, not just categories.

What keeps you up at night? What’s your biggest challenge these days?
Staying ahead of the curve. The world changes fast, and our job is to stay one step ahead—creatively, digitally, and culturally. It is all about building real emotional connection and long-term loyalty requires consistency, authencity, and constant innovation. One oft he biggest challenges for brand owners today is standing out in an oversaturated market where attention spans are shrinking and focus and consumer interest shifts faster than ever.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Vision. Licensing is not just about contracts—it is about seeing what others do not see yet, then making it real. You also need to be resilient, globally minded, and collaborative. The best partnerships are built on shared belief and long-term value creation.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
Goals without deadlines are just dreams. It is not enough to have an idea or a vision. To succeed you need discipline, timing, and the will to execute. Otherwise, great ideas never leave the page. Building the emoji® brand taught me that ideas only grow if you dare to scale them globally, emotionally, and confidently.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
This is really hard to to pick but I have always admired what Sanrio did with Hello Kitty. They built an incredibly successful brand without relying on a narrative or storyline, unlike many other successful media franchises. Hello Kitty’s appeal comes from her simple, recognizable design and the fact that she is an emotional blank slate, allowing people to project their own feelings and interpretations onto her.

If you weren’t in licensing, what would you be doing now?
I would probably be somewhere remote, riding horses, exploring wild nature, and figuring out how to build something again from scratch. Maybe creating a tequila brand, who knows. I simply love to create and to develop from scratch, whether it is a brand, a business, or just a new way of doing things. Creativity is fun.

The last licensed product I bought was…
I am kind of addicted when it comes down to Snoopy and Peanuts. Lately, I bought some Snoopy collectible figurines and a Snoopy plush pillow at Miniso. Besides that, I got some Popmart Space Molly x emoji®️ figurines from a store in Vegas. One of my favorite products that I got in the past is the Harry Potter Tom Riddle Diary. It does work!