A Marketer's Guide to Licensing & Collabs

A Marketer's Guide to Licensing & Collabs

From Brandfathers by Brandfathers LLC

February 23, 2026 · 50 min

About this episode

This episode features Steve Starobinsky discussing the intricacies of brand licensing and collaborations, including common pitfalls and strategies for success.

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

People in this episode

Host: Brandfathers

Guest: Steve Starobinsky

Topics covered

  • licensing
  • collaborations
  • brand partnerships
  • marketing strategies
  • brand controversies

Keywords

  • licensing deals
  • royalties
  • minimum guarantees
  • brand humor
  • Eileen Gu debate
  • Frida Baby crisis
  • Pudgy Penguins
  • marketing breakdowns

Mentioned in this episode

Organizations: Pudgy Penguins, Frida Baby

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