We find out more about Retail Monster’s licensing and retail associate.
Sam Billinghurst Brown, licensing and retail associate, Retail Monster
My route into licensing went something like this…
My journey into licensing began with a strong background in consumer products and a passion for seeing licensed products brought to life through immersive retail experiences. I started my career in a retail store, which gave me valuable insights into the industry. From there I transitioned to an advertising agency for retail. While this role in media helped refine my skills, my true passion has always been in consumer products rather than advertising itself. Prior to this experience I had the opportunity to gain work experience with Retail Monster, which was a pivotal moment for me. A year later, they offered me a full-time position, allowing me to fully immerse myself in the licensing industry.
How long in the industry?
Professionally, I’ve been in the licensing industry for a year and a half, but it feels like I’ve been in the licensing industry my whole life. As a kid I always dreamed of starting my own fantasy brand pop-up, as well as launching a seasonal Christmas store.
When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…
Despite my dream of starting my own fantasy brands pop-up, I was more focused on becoming a sports journalist which is why I pursued a master’s degree in this field. Growing up I never fully grasped the extensive work involved behind the scenes in managing brand deals, collaborations and activations to meet consumer demands and enhance retail experiences.
Biggest inspiration in the licensing industry?
The biggest inspiration to me in the licensing field is Michael Connolly; it’s remarkable how well he is connected and what he has accomplished in the industry.
Best thing about your current role?
Working for Retail Monster has allowed me to work on several brands which means I get to work with a variety of different properties. Also being able to have a hybrid role with working in licensing and retail gives me a broad range of experiences. I love my weekly blend of manoeuvring brand deals that sees products come to life and working on retail strategy for upcoming activations.
What are you most proud of within your licensing career to date?
Other than being nominated for the Rising Star Award, I would say that the proudest moment is still completing my first licensing deal.
Dream brand to work with (and why)?
My dream brand to work with would be Disney and Harry Potter. Disney has had a lasting impact on my life, and as a big Potterhead, I would love to work on Harry Potter, especially with the new remake series coming soon.
What were your first thoughts when you were revealed as a nominee for the Rising Star Award?
Absolutely surprised and delighted. I didn’t think anyone knew about me in the industry, let alone nominate me!
The B&LLAs 2025 Rising Star Award is sponsored by Licensing International.
