# A Marketer's Guide to Licensing & Collabs

Page: https://stenobird.com/podcast/brandfathers-7190994/a-marketer-s-guide-to-licensing-collabs
Text version: https://stenobird.com/podcast/brandfathers-7190994/a-marketer-s-guide-to-licensing-collabs.md
Podcast: [Brandfathers](https://stenobird.com/podcast/brandfathers-7190994)
Published: 2026-02-23T15:51:35+00:00
Episode link: https://podcasters.spotify.com/pod/show/brandfathers/episodes/A-Marketers-Guide-to-Licensing--Collabs-e3fcmrp
Audio file: https://anchor.fm/s/fff5fac8/podcast/play/115808569/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-1-20%2F418509753-44100-2-9e04f08bac2c2.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brandfathers-7190994/episodes/a-marketer-s-guide-to-licensing-collabs
Duration seconds: 3015

## Resource

From the Frida Baby packaging crisis to the billion-dollar business of brand licensing this episode covers it all. We brought on Steve Starobinsky, Head of Partnerships at Pudgy Penguins and 25-year licensing veteran, to break down how licensing deals actually work: the royalties, the minimum guarantees, the 18-month calendars, and why most brands get into it too early. Plus, the Eileen Gu debate, when brand humor crosses the line, and why "sales is a contact sport." 0:00 - Intro 0:18 - Frida Baby controversy 7:00 - Edgy copy gone wrong 10:35 - Werner Herzog on rumors 16:00 - Eileen Gu debate 20:00 - Meet Steve Starobinski 22:30 - Licensing 101 30:30 - Licensing vs. collabs 35:50 - Pitching IP holders 41:00 - Best value in licensing 44:30 - Biggest licensing mistakes 47:00 - Licensing Expo in Vegas 49:45 - Where to find Steve As always, thanks for watching. Let us know your feedback in the comments. Subscribe for unfiltered marketing breakdowns from the most trusted fathers in the game: ‪@orenmeetsworld‬ ‪@Shwinnabego‬ & ‪@JordanRogers2626‬ Sub to our Newsletter: ⁠https://www.Brandfathers.org

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## Transcript

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