Retail Merchandiser - March/April 2017 - 47
Marc's artwork will appear on collectible rifles. Ritchie
Valens' name and likeness appear on Soy Capitan Cola
released in the first quarter of 2017. Then there is The
Three Stooges evergreen brand. "How many classic comedy
brands can you think of that have products at market in
virtually every category?" Khachoian says.
As popular as The Three Stooges brand is, C3 knows
it must produce new Three Stooges content to keep the
classic comedy trio relevant to modern audiences.
The company is working on the next new Three Stooges
feature film that will reunite Chris Diamantopoulos, Sean
Hayes and Will Sasso, who played Moe, Larry and Curly
in 2012's The Three Stooges Movie and is currently scheduled to begin production in 2018.
For younger fans, C3 is working on The Three Little
Stooges, a movie featuring 12-year old versions of Larry,
Moe and Curly. The film is slated to begin production
this year. "Having new productions is vital to help drive
demand for our licensing programs," Khachoian says.
Continuing she says, "We have worked very hard to
achieve this marketplace success with The Three Stooges
brand and expand the multigenerational fan base for the
brand and we are very proud of our accomplishments." O
artist, Marc Lacourciere, better known as Motor Marc,
are among C3's more contemporary personalities. Recent
additions to the company's brand roster include National
Day Calendar and the Rainbow Valley Fire Department
education series for children.
Brands come to C3 both through existing relationships
and C3's recognition as a top global licensor. "We pick and
choose who we want to represent and our brands all have
broad and enduring appeal," Khachoian says.
The diversity of its brands sets C3 apart from most other
licensing companies. Where others might focus on brands
in a specific entertainment field, C3 represents brands
across a wide spectrum. "It's fun and challenging because
it's a little bit of everything," Khachoian says.
The range of its brands enables the company to touch
multiple industries, but it also leaves few opportunities for
overlap and cross-promotion. Each brand must be handled
on its own merits and C3 challenges itself to be creative in
finding licensees and other opportunities.
"There isn't a rock I've left unturned," Khachoian says.
"I go everywhere. I reach out to everybody. Licensing is
one of those things where the sky is the limit. Whatever
you can think of, you can license." As an example, Motor