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)?
My journey into licensing began with a cute yellow shark named Baby Shark! A close friend who sat on the board at PinkFong approached us, excited about a license that was making waves in Korea (pun intended!). We loved it and decided to explore the opportunity outside of Korea. Starting with a singing Baby Shark plush toy, we launched the license in North America, which turned out to be a tremendous success. We went on to win Plush Toy of the Year 2020 for the innovative Song Puppets, and now have a whole suite of Baby Shark items at all major retailers.

What’s a “typical” day in your current position?
Picture the movie Big—that’s kind of my routine! After waking up and working out, I’m on calls most of the day. These calls encompass a mix of R&D discussions to refine the physical aspects of our toys, creative brainstorming sessions to craft magical moments and messaging, and brainstorming new toy concepts. Then I usually film a TikTok video for my channel Syd the Toy Kid, and touch base with our Hong Kong office at the end of the day to ensure they have everything they need to start their day!

What’s your biggest personal or professional accomplishment?
Fingerlings!! Not only were they featured on the front page of the New York Times’ business section, they also appeared on the Ellen DeGeneres and Jimmy Fallon shows. Sarah Jessica Parker herself wrote me a personal thank you note dubbing it the “Christmas miracle” for her kids. (I don’t think anything will ever top that!) It was such an incredible experience and winning the TOTY for Collectible Toy of the Year and Toy of the Year in 2018, as well as Women In Toys (WIT): Creator of The Year, was the icing on the cake. We’re thrilled to announce their comeback launching next month!

What are the most significant trends or changes that you’ve seen in the business in recent years?
Undoubtedly, social media has been the game-changer in recent years. Navigating the ever-evolving marketing landscape and leveraging the latest tools effectively is key. Gone are the days of large-scale TV campaigns that catered to a broad children’s audience. Now, success lies in finding the right mix of platforms like YouTube, TikTok, gaming, and influencer collaborations, tailored to each license and brand. It’s an art rather than a science, with each strategy requiring such a unique approach.

What keeps you up at night? What’s your biggest challenge these days?
Staying on top of trends and ensuring no detail is overlooked. In today’s landscape, everything must align perfectly for a product to stand out and shine. From branding and pricing to launch and marketing, every aspect must be meticulously addressed. I stay up at night going over checklists of “did I think about that?”, “do we have this covered?”, and “are we addressing this audience properly?”. It’s a difficult task, but it’s definitely one that brings immense fulfillment and keeps me very engaged.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Staying creative and thinking outside the box even when it feels like there are restrictions. The best licensed items are the ones that push the boundaries and are most true to the brand. Anyone can label slap, but true innovation when matched to the perfect license always wins!

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“Do what you love.” It’s a simple yet profound mantra. When you’re genuinely passionate about your work, it doesn’t feel like work. Challenges become stimulating puzzles waiting to be solved. So many hours of your day and of your life are devoted to work, so make sure it’s something that excites you and that fuels you!

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
One licensing deal that has always stood out to me is the partnership between Sphero and BB8. It perfectly combined innovation with the right intellectual property, resulting in a fantastic, flawless product! And I’m always in awe of LEGO and how unbelievable they are when it comes to licensing. They are so in tune with their audience and have the perfect license for every category of LEGO fan, whether it’s a Porsche for my dad or a Friends set for my sister. They are amazing!

If you weren’t in licensing, what would you be doing now?
If I weren’t involved in toys and licensing, I would definitely still be pursuing something related to children. I think I would be working to address issues in kids’ healthcare or focusing on improving children’s education. There’s so much potential to make a positive impact in those areas, and it would be incredibly rewarding to make even the smallest impact in that space.

The last licensed product I bought was…
A Barbie pajama set at Target!