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)?
In 1998, as a working student at Herlitz PBS AG, I supported the series and licensing department. Back then, we were licensees of many major Bundesliga football clubs, as well as Disney and music stars like Elvis Presley, and we implemented corresponding back-to-school collections for the stationery trade. After completing my business studies, I started at Egmont Ehapa Verlag in Berlin and was responsible for various children’s magazines such as the Diddl Magazine, Löwenzahn, YPS, and SpongeBob SquarePants. When Viacom opened its office in Berlin in 2005 with MTV, VIVA, Comedy Central, and Nickelodeon, I first joined as Licensing Sales Manager and later as Licensing Director, strengthening the Consumer Products team. Since 2012, I have been responsible for the licensing division at the Berlin media company KIDDINX Media.

What’s a “typical” day in your current position?
Every day, I coordinate with my wonderful four-person licensing team and all associated departments such as brand management, marketing, social media, and sales to successfully launch all new and ongoing licensing partnerships.

What’s your biggest personal or professional accomplishment?
Over the many years, I have fortunately had a multitude of major successful licensing partnerships and corresponding achievements. Outstanding, however, was the Licensing International Award for Licensing Agency of the Year.

What are the most significant trends or changes that you’ve seen in the business in recent years?
Ten years ago, linear television was still one of the biggest drivers for the toy and licensing industry. Nowadays, the relevant social media channels dominate the business. In addition, the major discount chains now almost exclusively focus on internationally known topics, and strong local topics hardly play a role anymore. And, of course, AI will increasingly accompany our industry.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Everyone responsible in the industry should enjoy children’s topics; be able to make quick, unbureaucratic decisions; and be open to new trends and technologies. A partnership-based approach in the industry is essential.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
Take every inquiry seriously, review it, and give honest feedback. If in doubt, also a rejection—of course, with a reason.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
That would be the Benjamin Blümchen birthday cake from our long-standing licensee Conditorei Coppenrath & Wiese. This product has now existed for 25 years and is by far the most successful licensed cake of all time. This deal was signed by my predecessor.

If you weren’t in licensing, what would you be doing now?
Probably a dentist.

The last licensed product I bought was…
A shot glass from my favourite football club Hertha BSC Berlin.