We find out more about the Warner Bros. Consumer Products licensing executive.
Lauren Hilliard,
Licensing Executive, Warner Bros. Consumer Products
My route into the licensing industry went something like this…
At 16, I secured a work experience placement at BBC Worldwide during BLE week and joined the team there on the stand. It was very exciting (and slightly overwhelming) to see all the stands, characters and product as, up until that point, I had no idea what licensing was! Three years later, I went to university and then in my third year, did an internship at Disney on the Girls Toys EMEA Team. I then completed my final year before graduating and then joining Warner Bros. Consumer Products.
How long in the industry?
Just over three years.
When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…
I actually wanted to be a lawyer until I was about 16, but then really got into Business Studies at school and went on to do a Management degree which is definitely relevant for my role now. I focused on consumer behaviour and psychology, too, which has been helpful.
Biggest inspiration in the licensing industry?
Choosing one is hard, but my general manager Rachel Wakley. Her work ethic, integrity and way of thinking is really inspiring and helps me shape the person I want to be professionally and on a personal level.
Best thing about your current role?
The people! Without a doubt. My team are brilliant. And also the licensees I work with are such a great group of people. Both these groups have lots of knowledge, ambition and vision – they have all taught me a lot. I also love being able to fully own a project from start to finish, managing the process and then finally see it come to life – it is very rewarding.
What are you most proud of within your licensing career to date?
Managing the home and gift categories so soon after being brought on to assist the UK team as a licensing assistant. I have learned and achieved a lot in terms of category management over the past two years which I’m really proud of. Also working on the Friends cosmetic range with Paladone, and seeing that go live in-store, among other ranges and deals.
Licensed character you can most identify with (and why)?
I’d say Hermione Granger from Harry Potter – we have a similar work ethic, and we’re both determined and methodical. I was a bit of a book worm growing up, too.
What were your first thoughts when you were revealed as a nominee for the Licensing International UK Rising Star Award?
I was absolutely thrilled and a little bit shocked. Also, super proud, having only been in the industry for a few years. The level of talent across the nominees is sensational so it is an honour to be nominated.
Biggest lesson that you’ve learnt this year?
The importance of connection and interpersonal relationships. Whether on a professional or personal level, connection and empathy are important to have meaningful, open conversations. They can drive better relationships and improve business and personal development which is especially important in such an unprecedented year full of change and emotional and mental challenges.
The adage goes, once you enter the licensing industry, you never really leave… what are your short-term goals for your career in licensing?
I want to continue building on the achievements and changes I’ve accomplished and made so far across my existing categories, see the things I’m planning come to life, and continue to work with partners on innovative and exciting products. I also want to continue working on my personal development to be well rounded, well-informed and courageous.
The Licensing International UK Rising Star award will be presented as part of The Licensing Awards, which take place virtually on Wednesday December 16. The awards are free to attend – simply click on this link to register.
