CapcomCapcom plans to remain authentic even as it expands its licensing and consumer products reach. By Bianca Herron

In an effort to keep its brands relevant and evergreen, Capcom USA transitioned John Diamonon from its marketing to licensing team as the Director of Licensing and Consumer Products two years ago. Diamonon had spent the prior seven years working on the Street Fighter, Marvel vs. Capcom (MvC), Resident Evil and Mega Man franchises.

“One of my favorite projects was working with Marvel on MvC and learning the intricacies of third-party brand integrations,” Diamonon says. “This turned me on to licensing and the transition was a natural progression in my career. Licensing and marketing need to work in tandem to execute the long-term vision of a brand.”

Diamonon notes that licensing allows Capcom – a subsidiary of Capcom Co. Ltd., which markets, develops and distributes interactive entertainment software for all gaming platforms and consumer products in North and South America - to extend the reach of its brands to a wider audience and a more diverse demographic through a variety of product categories and channels.

Wonu 2The Victoria and Albert Museum is sharing its archive through licensed products. By Alan Dorich

The Victoria and Albert Museum (V&A), London, was originally established in 1852; its founding principle to make works of art available to all, to educate and to inspire. Today, it is one of the world’s greatest resources of art and design, with collections unrivalled in their scope and diversity. The world-renowned institution not only provides visitors with a wealth of sights to see, but a vast archive to draw from for its licensing program.

“It’s really limitless as to what patterns can be applied,” Head of Licensing and Business Development Lauren Sizeland declares. Based in London, the V&A is the world’s leading museum of art and design, with objects that reflect more than 5,000 years of human creativity.

Inspired by the success of the Great Exhibition of 1851, the Museum was founded as part of Prince Albert and Sir Henry Cole’s plan to transform South Kensington into a cultural center. “It was the world’s first trade expo,” Licensing Research and Development Manager Amelia Calver says, explaining that the event was wholly unprecedented in its format, scale, international scope, visitor numbers and profit.

StoogesC3 Entertainment Inc. bridges classic entertainment such as The Three Stooges with more contemporary artists. By Tim O’Connor

Three Stooges fans really are wise guys. When the calendar rolls over to any of The Boys’ birthdays, fans call the offices of C3 Entertainment, the brand owner of The Three Stooges, to wish them a happy birthday.

Sometimes they even call to ask if The Boys are still alive. The staff just laughs and enjoys the calls as if they were one of the Stooges’ famous bits. “It’s actually a good sign, especially if it’s a younger person calling because it reinforces their contemporary relevance,” Marketing and Social Media Manager Andrea DeLesDernier says.

The Three Stooges silly slapstick comedy remains just as popular today among longtime fans and all generations. Even after 20 years with the company, Ani Khachoian, executive vice president of licensing, merchandising and distribution, still finds herself surprised by some of the requests she receives. She’s been asked to sign off on everything from clearances for a Three Stooges-themed birthday cake to rap lyrics. “I’ve seen throughout the years younger generations and more women become fans,” Khachoian says.

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