We have seen the impact of social media grow exponentially in the past few years, especially in the business arena. Social media has been a major influence in brand development, eventually trickling down to many brands’ licensed products. In continuing this series about social media and licensing, Weston Anson and Jemma Samala decided there was a need to discuss how social media can transform the way new licensed products are launched—it’s a collaborative process with friends, fans, and customers.