# 081: How To License Major Brands and Celebrities

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-06-23
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities
- Listen: https://productstartup.com/

## Summary

Rhett Silverstein, founder of Hegemon, explains inbound licensing, where manufacturers partner with major brands and celebrities to leverage existing recognition. He contrasts this with traditional endorsements, highlighting how licensing allows startups to gain instant retail access and consumer trust by applying a known brand to their own innovative products. Silverstein details the deal structure, emphasizing that manufacturers must prove execution capability and often guarantee minimum royalties to secure these partnerships. He uses the success of a modernized Teddy Ruxpin toy as an example of how a small startup can achieve massive scale by combining innovation with accessible legacy IP.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=0) Introduction: Rhett Silverstein and Hegemon
- [2:24](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=144) Background: From IP Attorney to Sports Agent
- [6:57](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=417) Defining Inbound Licensing vs. Label Slapping
- [8:41](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=521) Value Proposition: Instant Recognition and Retail Access
- [17:50](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=1070) Startup Requirements: Innovation and Execution
- [24:27](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=1467) Case Study: Modernizing Teddy Ruxpin
- [32:08](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=1928) Working with Agencies and Deal Structures
- [35:55](https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities#t=2155) Royalties, Minimum Guarantees, and Risk

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Hegemon (company)
- Beanstock (company)
- Lagardeer (company)
- Omnacom (company)
- Andy Rodic (other)
- Teddy Ruxpin (product)
- Mr. Clean (product)
- Hamilton Beach (product)
- Procter & Gamble (company)
- Walmart (other)
- Amazon (other)
- Target (other)
- Toys R Us (other)
- Mako Design + Invent (company)

## Related episodes from other shows

- [#188 - Celebrity and Influencer Contracts with Foster Garvey](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-25-188-celebrity-and-influencer-contracts-with-foster-garvey) (The Startup CPG Podcast)
- [#044 - When not to start a startup - how to license your idea (Part 1), with Stephen Key of inventRight, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-12-20-044-when-not-to-start-a-startup-how-to-license-your-idea-part-1-with-stephen-key) (The Hardware Entrepreneur)
- [Advice Line with Kenneth Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-16-advice-line-with-kenneth-cole) (How I Built This)
- [#259 - Mini-Episode: Legal Considerations for Co-Branding Agreements with Foster Garvey](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-28-259-mini-episode-legal-considerations-for-co-branding-agreements-with-foster-gar) (The Startup CPG Podcast)
- [147 - Nicholas Hernandez from Besame Cosmetics](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-08-26-147-nicholas-hernandez-from-besame-cosmetics) (People of Packaging)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-06-23-081-how-to-license-major-brands-and-celebrities. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.