Scooby Doo's Velma and Daphne Break Free from Labels in TJ Maxx Spot

TJ Maxx, which has championed self-expression for nearly a decade through its Maxx You Project, launches a new campaign designed to keep inspiring women to be empowered and break free of the labels that limit them and, instead, embrace their full, multifaceted selves. And this is how the whole concept behind ‘Claim Your And’ came together.

Born Licensing were called by Edelman, TJ Maxx’s creative agency, very early on in the process. The team were given the task of making suggestions and scoping out suitable characters and IP based on a specific brief, budget and production schedule. After exploring different options, the client eventually landed on Daphne and Velma from Scooby-Doo.

Given Born Licensing's strong relationship with the Rights Holder (Warner Bros.), the team were able to negotiate a great deal for the client, and managed the approval process of the creative assets from start to finish.

A popular way to work with IP is by leveraging existing assets

This opens up incredible opportunities to work with high-quality materials developed specifically for popular theatrical releases, TV shows, animation, video games, and publications. From our experience, it can also save significant time on a production rather than starting from scratch.

Read more about the benefits of licensing existing assets from film and TV for advertising campaigns here.