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.

FlintPBR has turned eight seconds of excitement into a powerful global brand. By Chris Kelsch

Twenty-five years ago, bull riding was just one of seven individual rodeo events. Then, in 1992, 20 bull riders got together and decided the sport of bull riding could be popular enough to stand apart from the rodeo circuit. They each put up $1,000 as an investment to start a modest tour, but it is doubtful they could have imagined what it has become today.

Professional Bull Riders (PBR) has since become one of the world’s fastest-growing sports and entertainment entities. Billed as “the toughest sport on dirt,” PBR now draws more than three million fans to more than 200 global live events. Its television broadcasts reach more than 400 million households in 40 countries, and it has paid to PBR’s cowboys more than $150 million in prize money since it was created. According to one ESPN poll, the sport now boasts 60 million fans in the U.S. alone.

OHST SlatWall

The Ohio State University licenses products that help alums show their loyalty to the university.

By Alan Dorich

The ways products are licensed for colleges have changed over the past 30 years, Rick Van Brimmer says. “Back into the ‘80s, the people standing at your tailgate were probably wearing a sweatshirt [with the college logo] under their regular jacket [or] a t-shirt when it was warmer,” he recalls.

Now when people go to a tailgate party, the college’s logos can be seen on nearly everything, including tents, tables, grills, food products, and even paper towels and plates. “Now that passion and loyalty [to a school] is reflected in all the products that are there,” he says.

Van Brimmer is an assistant vice president for business advancement, affinity and trademark management for The Ohio State University, which has licensed products with its name since 1974. Located in Columbus, Ohio, the college opened its main campus 144 years ago and was recently ranked 16th among the nation’s best public universities by U.S. News & World Report.

The licensing program, Van Brimmer says, began when a part-time paralegal in Ohio State’s contract office began registering its marks. “That was a woman named Anne Chasser, who is one of the legends of the industry and my  boss for several years before I took over,” he recalls.

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