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.

This week, we are spotlighting the winner of the UK Rising Star award at the recent Licensing Awards in London.  

How did you get into licensing (or how did licensing find you)?
Like many people at school, I had no idea what I wanted to do for a career! All I knew was that I wanted to explore something creative and hands-on. I’d always dreamed of working at Aardman—there’s even a photo of little me proudly standing in front of a giant Morph statue! So, when I spotted a licensing apprenticeship on one of my regular visits to Aardman’s careers page, it felt like everything I’d ever wanted… with one small catch: I had no idea what licensing actually was. I threw myself into research ahead of the interview, and the more I learned, the more I fell in love with the industry. Since then, I’ve become a huge advocate for the industry and I love talking to schools about the amazing career paths licensing can offer.

What’s a “typical” day in your current position?
It’s a bit of a cliché but there is no such thing as a typical day, and that’s what I love about it! After grabbing a cup of tea with the team (in my comically oversized mug, of course), my day usually includes reviewing submissions on our approvals system, chatting to licensees (I manage partners in various territories), physical sample reviews, and working with different teams internally.

What’s your biggest personal or professional accomplishment?
Winning the UK Rising Star at The Licensing Awards this year! I was beyond delighted to be nominated alongside such talented people, so when they called my name out, I was just in absolute shock. Seeing all my colleagues jump to their feet and feeling the love in the room is a moment I won’t forget. Calling my wife after to share the exciting news was incredible (she promised me a chippy tea to celebrate), and my Mum and Dad were buzzing. It’s so rare to find a career where you truly love what you do, so to have that and then win such a prestigious national award is truly a proud moment.

What are the most significant trends or changes that you’ve seen in the business in recent years?
Aside from the growing influence of social media on consumers, one of the most significant shifts I’ve seen in recent years is the rise of trend-led design from Asia making its way into the UK market. The impact on product development has been huge—there’s a real appetite for styles like Kawaii and blind box collectibles, and they’re becoming increasingly visible across shops in the UK. And, like most people in licensing, a weekend shopping trip often doubles as trend research—it’s exciting to see how global influences are shaping what’s on shelves here in the UK.

What keeps you up at night? What’s your biggest challenge these days?
One of the biggest challenges is balancing our creative ambition with licensees’ technical feasibility. It’s about understanding a licensee’s production limitations and working collaboratively to achieve the best possible outcome, while still upholding the high standards we expect at Aardman.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
To me, it’s thinking outside the box whilst having a keen eye for detail. We always say licensing is never a takeover, but a merger—that’s why an important skill is working with a licensee to retain what makes their brand so special, whilst also incorporating the exciting world of Aardman together. It’s about building something that feels authentic to both sides.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
There’s a saying we had drilled into us when I was training to be an engineer, which is “Be patient and tough; for someday this pain will be of use to you.” I’m glad that the hard work I put in during my apprenticeship at Aardman paid off and it shows how determination leads to recognition.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
One collaboration that’s always stood out to me is one that actually stemmed from a suggestion I made during my apprenticeship at Aardman. My mum is a huge fan of the wooden ducks by DCUK, so I recommended them to our UK agents, Start Licensing. I was absolutely thrilled when we began working together on Wallace & Gromit-branded wooden ducks. DCUK were a joy to collaborate with, and I’m incredibly proud of the final product. It was a real highlight to see the team recognised with a nomination for Best Licensed Giftware or Homeware Range at this year’s Licensing Awards.

If you weren’t in licensing, what would you be doing now?
I’m actually a qualified mechanical engineer, so I’d probably still be working in that field in some capacity. That said, there are so many transferable skills between engineering and licensing/product development—it really feels like everything happened for a reason. And, on a completely different note, a lot of my family are farmers. I grew up on a chicken farm and even helped build our own house so, who knows, I might’ve ended up in a pair of John Deere overalls driving a combine!

The last licensed product I bought was…
A giant Universal Studios mug I purchased on my honeymoon, featuring images of all the different attractions. It’s a fantastic souvenir and an absolute mammoth of a mug.