What's it like managing licensing for the world's hottest preschool brand?
Michelle Ahern shares her extraordinary journey from answering a newspaper ad ("Brand Manager Wanted - Call Mike") to managing licensing for The Wiggles at their global peak—55 US licensees, sold-out Madison Square Garden shows, and theme parks across multiple continents.
In this episode, discover:
- How to filter endless licensing requests when everyone wants your brand
- Why The Wiggles refused ALL confectionery deals (and still dominated)
- Managing approvals as a one-person licensing team
- The strategic partnerships that opened new markets
- Creating Wigglesworld theme parks from scratch
- Why the UK rejected what the US embraced
- Lessons for landing today's hottest licenses (Bluey, Peppa Pig)
From fan mail puzzles (yes, really) to negotiating with Six Flags about hot dogs, Michelle reveals what it truly takes to manage a global phenomenon while staying true to brand values.
📚 Want to work with hot properties? Listen to Michelle's advice for standing outÂ
🎙 Born to License – Hosted by David Born
🔹 Sign up for Learn to License
🔹 Learn More about Born to License
🔹 Learn More about Born Licensing
🔹 Follow David on Instagram
🔹 Join the Licensing Conversation: #BornToLicense #LicensingIndustry #BrandPartnerships #LearntoLicense
👉 Have a question about licensing? Send it in for our upcoming Q&A episode!
📩 Contact: hello@borntolicense.com
🎧 Subscribe & Follow for new episodes on licensing and the business of IP!
