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)?
I always found the entertainment industry intriguing, perhaps due to the perceived glamour of it all, but I never really delved deeper and thought about what exactly I was interested in most. Fast forward a media degree and a TV and film business certificate later, I got my first role out of university working in operations for an accessible media firm where I learned to live caption. That was a cool gig, but not where I envisioned myself in the long run. In 2020 I began looking for new opportunities and stumbled upon a licensing assistant role at Guru Studio in Toronto. I ultimately got the job, and this marked the official start of my licensing adventure. I quickly realized it was the perfect blend of business and creativity, which is where I thrive, and I haven’t looked back since!

What’s a “typical” day in your current position?
That’s one thing I love about my role—there really is no typical routine. That being said, I always start my day off by catching up on emails and organizing my to-dos. Once I’m up to speed, my days consist of partner/licensee calls, account management, contract negotiation, forecasting, email follow-ups, and admin. I also dedicate a couple two-hour blocks each week for new business research and outreach. I’m very fortunate to work with an incredible team at Nelvana where our hard work has afforded us the opportunity to work with some of the most iconic children’s brands in the game. With that, there is always a new project in the mix and new licensing opportunities to explore. 

What’s your biggest personal or professional accomplishment?
My biggest personal accomplishment is how quickly I was able to completely switch industries and start fresh in a world I really did not know much about…and this switch happened right at the start of the pandemic in March 2020. Despite the uncertainty at that time, I did not let that deter me and kept applying to roles and built my network. This led me to my biggest professional accomplishment. While I have only been in the industry for under four years, I am extremely proud of the knowledge and confidence I have gained in such a short amount of time. I started in 2020 as an assistant where I was in charge of all administrative tasks. Now, in 2024, I have an in-depth understanding of the licensing space, have built a strong network based on my own relationships and experiences, and find myself leading the conversation with top licensees discussing six-figure opportunities. I’m excited to keep this momentum going as I grow in my licensing career.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The nostalgia trend and reemergence of older kids’ properties in the pop culture scene has significantly skyrocketed over the past couple years. To give a personal example, Max & Ruby has been generating lots of buzz on TikTok and we have been able to secure several new licensing deals as a result that, which we are very excited to launch this year.

What keeps you up at night? What’s your biggest challenge these days?
The market has become extremely competitive. There are so many amazing brands with incredible storytelling and great characters with lots of CP potential, but unfortunately the space on shelves at retail is declining and, for many categories, there really is only space for two or three licenses. The main challenge becomes how to create opportunities when buyers are sticking with the top three most popular and safest brands that already have proven success. This is where out-of-the-box thinking and creativity is required, and I spend lots of time brainstorming unique ways to reach the customer beyond in stores.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
To be successful in this role, every licensing executive needs to be able to ask questions and listen. It is a very simple skill in theory, yet in practice many people miss the mark. When you pitch an idea, it is critical that you take the time to have a back-and-forth conversation, ask questions, and listen to the needs of the people you’re speaking with. The ability to ask the right questions, listen, and adjust your pitch is a game changer and can make or break a potential deal. 

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
Before my grandmother passed, she told me regardless of your situation, remember to always find a reason to smile. A quite simple thought yet often forgotten in the moment. This idea for me is all about having a positive mindset and glass-half-full approach to every aspect of life. You’re bound to encounter stressful periods and make mistakes, but it’s important to always look for positives and have a solutions-focused mindset to overcome any challenges you face. I’m definitely a work in progress, but this is something I am actively working to embrace in my personal and professional life.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
As someone who had over 50+ Barbie dolls growing up and spent most of my childhood recreating Barbie’s dream home with my sister, I’d say one of my favorite licensing collaborations has to be Mattel’s real-life Barbie Malibu Dreamhouse in partnership with Airbnb. It was instant nostalgia and made me super excited to see the movie. I may have even looked up the listing on Airbnb just to ponder… I mean, I was due for a vacation! Very smart marketing by Mattel.

If you weren’t in licensing, what would you be doing now?
That’s a tough one considering I really felt like a deer in headlights before discovering licensing. But I probably would have gone the advertising route, given it’s equally fast paced and has that nice balance of strategic and creative thinking.

The last licensed product I bought was…
The last licensed product I bought was a Kith x Disney Mickey & Friends Donald Duck hoodie for my fiancé’s birthday!