Side Hustle School Ep. 3281 - TBT: After 1,700 Years, I Outsourced Christmas
Dec 25, 2025
In this whimsical chat, Santa Claus, the legendary figure behind the North Pole toy enterprise, dives into his groundbreaking pivot after 1,700 years of in-house production. He reveals how he transitioned to a licensing model, allowing for passive income while keeping holiday magic alive. Santa discusses the shift due to changing demands and elf unionization, as well as the practicalities of his new business model, including the Santa-approved seal and partner dashboards. With innovations like Mrs. Claus’ shop and mentoring younger elves, Santa's sleigh is lighter than ever!
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Century-Long Operation Becomes Licensing
- Santa ran a fully vertically integrated toy operation for over 1,700 years with elves handling design, production, and fulfillment.
- After elves unionized and demand became more fragmented, he shifted to a licensing model to reduce stress and support handmade makers.
Set Firm Licensing Terms And Minimums
- Do create clear, enforceable licensing terms and set minimums to ensure partners are serious.
- Santa charges 4% of wholesale with a $2,500 annual minimum and manages partners through Notion dashboards.
Manage Partners With A Single Dashboard
- Use centralized tools to manage partners, contracts, renewals, and brand compliance.
- Santa uses Notion to give each partner a dashboard with contract terms, renewal dates, and brand guidelines.