Inside Seltzer Licensing: A 26-Year Playbook for Brand Growth

In this episode of Business Ninjas, host Andrew Lippman sits down with Stu Seltzer, President of Seltzer Licensing Group. Stu shares his journey from working at Yves Saint Laurent and Warner Brothers to founding his own licensing agency more than 25 years ago. They dive into how brand licensing helps companies—from global CPGs to nonprofits and entertainment brands—unlock growth through partnerships, collaborations, and royalties. Stu also talks about his new book, Brand Licensing for Dummies, and what it means to be inducted into the Licensing International Hall of Fame.

💡 Turning IP Into Revenue and Opportunity

Seltzer Licensing Group helps brands like Scotts Miracle-Gro, Dove, Airheads, Zippo, and even American Ninja Warrior grow by strategically extending their IP into new categories and products. Their unique process starts with a research-driven licensing plan—an 80+ page roadmap answering where a brand can extend and how much revenue to expect. From licensing Dunder Mifflin copy paper with The Office, to launching American Ninja Warrior Adventure Parks, to helping nonprofits like the American Red Cross, Seltzer Licensing Group proves licensing is more than merch—it’s a business model that drives real growth.

🔗 Learn more about Seltzer Licensing Group 

💼 Connect with Seltzer Licensing Group on LinkedIn 

👤 Connect with Stu Seltzer on LinkedIn 

Get the Book: Licensing for Dummies 

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