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)?
Professionally, it has been a journey of brand and franchise roles working with established IPs as well as launching new ones digitally with franchise ambitions. Looking back, a fascination with Bratz in 2004 was the start of an endless curiosity (which is stronger than ever) for what makes an IP so compelling that it spawns fandom and then harnessing it for sustained commercial success. It underpins my thinking and, as a result, most of my work since.

What’s a “typical” day in your current position?
Currently, I’m building a team and developing the roll out of content for Warrior Cats across YouTube and other digital platforms. We’re commissioning and creating our own content but also collaborating with partners on Roblox and in the wider business. It’s hectic because Warrior Cats has such an active fandom on which we want to capitalise in a timely manner, in the right way. At the same time, there are other exciting IPs in the portfolio that are worthy of their own digital strategy. At times I find myself wanting to do everything right now, but until I figure out a way to clone the team, we’ll do it the usual way and be strategic!

What’s your biggest personal or professional accomplishment?
I’ve been lucky to do some amazing things. Meeting the real Big Bird whilst on a shoot alongside Sesame Workshop remains a highlight, as well as exec producing a YouTube animated series and Roblox game—both of which we turned around concurrently in nine months from script and game design to screen, respectively. However, walking around the CBeebiesLand Hotel with the teams from BBC Studios and Merlin prior to opening and seeing how magical it turned out after all the hours of careful thought and attention was quite something.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The fragmentation of attention, coupled with regulatory developments, has upended how we think about creating, distributing, and commercialising IP. Whilst that brings with it undoubted challenges, it also opens opportunities to create story worlds in new ways, to engage kids and teens in a more authentic manner, and to build businesses across the whole digital ecosystem. It’s not perfect, but it feels like technology has enabled that.

What keeps you up at night? What’s your biggest challenge these days?
Building an IP of value (and sustaining it) is getting more difficult in an era of infinite content. We must work harder to break through, to gain a share of affinity with our audience, to nurture fandom, and then to commercialise it in a way that doesn’t feel so extractive that it pushes fans away. It’s the proverbial tightrope, but it’s thinner and higher than ever. And there’s a strong crosswind. And someone is throwing rocks at you.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Curiosity. If you aren’t making an effort to understand what and why something like Italian Brainrot blew up, why NeeDoh squishies are having their moment NOW, and what products people are willing to part with their hard-earned money (or Robux) for, then I think you’re at a disadvantage.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“Skate to where the puck is going,” from ice hockey player Wayne Gretzky. It sums up my outlook and approach perfectly.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
I’ve always thought that the official premium Disney bridal gowns are a stroke of genius. For those girls that grew up dressing up as Disney Princesses, this is the ultimate moment to be one. Love it.

If you weren’t in licensing, what would you be doing now?
Cooking. Travelling. Travelling and cooking. Maybe alongside Stanley Tucci.

The last licensed product I bought was…
A Savannah Bananas T-shirt, they are my favourite IP in sports.