Retail Merchandiser - May/June 2017 - 27

Capcom USA
scend gaming. We have a full line of licensed products for
our main brands across most categories. From hard goods to
multimedia programs, we're very lucky to have brands that
resonate in a variety of ways."

Playing Together
Video game brands are still relatively small in terms of
their presence in national retail programs, according to Diamonon. But they have thrived in licensing categories that
target the core audience through publications, high-end
specialty toys, anime or apparel.
"Video games have also had prominence in movies with
varying degrees of success," he says. "Capcom has been fortunate to have been associated with the most successful video game movie franchise ever, Resident Evil. With six movie
releases over a span of 15 years, the franchise has just topped
the $1 billion global box office mark."
The San Francisco-based company attributes its success
to many of its long-term partners, including UDON Entertainment, Kotobukiya, Razer, PDP, BenQ, HyperX, Prima/
Brady, Sumthing Else and Thinkgeek.
"They have been instrumental in continuing to engage
our primary targets, which allows us to steadily expand our
brands," Diamonon says. "Because of that we are now starting to see our games gain traction with mainstream worldwide programs. The increasing popularity of low-priced vinyl collectibles in the retail space has given our brands the
opportunity to reach a much wider audience. Our brands
resonate in this category because of the breadth of our iconic characters, allowing our partners to develop a complete
and diverse product line."
Some of Capcom's bigger long-term partners in this
space include Funko, Loot Crate, Loyal Subjects, Just Toys,
Cryptozoic and Kidrobot. "In high-end toys and statues, we
partner with Bandai, Hot Toys, NECA, Pop Culture and
Venture Classics," Diamonon says. "For our mainstream toy
lines, we are fortunate to have partnerships with Hasbro,
Mattel and Jakks. The multimedia partners for our main
brands include Sony Pictures and Fox Studios, in addition
to other partners that we haven't announced yet."
In addition, e-sports is an emerging licensing category
for the company that shows "enormous" potential, Diamonon notes. "It's a vehicle that is instrumental in reaching
a mainstream audience for our competitive gaming titles,"
he explains. "We currently work with ESPN, Turner Sports
and NBC Sports, who are all focused on growing their
e-sports initiatives."
Diamonon notes Capcom maintains successful longterm relationships with its licensing partners because it allows them to be creative. "We allow them to carve out truly
unique offerings in their respective categories that they can

get behind and feel passionate about," he says. "A highly engaged partner is vital to ensure short- and long-term success
of our shared licensing programs. We have them involved
early on during game development to take advantage of the
marketing initiatives of major game releases. This combined
effort and partnership leads to compelling and timely product launches."

Staying True
Capcom is a house of iconic, multifaceted entertainment
brands that are ingrained in pop culture. "We are currently taking advantage of the reemergence of late 1980s and
early 1990s intellectual property," Diamonon says. "Those
creating content as well as those that are making purchasing
decisions at the corporate level are at the age where Street
Fighter, Resident Evil, Mega Man and other Capcom brands
were popular during their childhood. It's much easier now,
than say eight years ago, to pitch these brands because not
only do they know them now, they were also a positive part
of their pre-adult years."
One of Capcom's biggest challenges in licensing is ensuring its products remain authentic. "We want our licensed
products to maintain the DNA of our brands, while also
being flexible to alternative ways to portray them," Diamonon explains. "It's a delicate balance. There's a reason
why our fans love our brands and we need to maintain those
attributes that have kept them popular for so long. We've
learned that if we stray too far from that DNA, we could
negatively affect the success of our programs and our core
fans will let us know.
"We keep our core fans in mind first, because they are our
biggest advocates," Diamonon continues. "If they think our
stuff is cool, they'll evangelize it. It's this fan-focused strategy that is key to our success. Capcom is lucky to have brands
that people love and we don't ever take that for granted. We
know because we are fans ourselves and our No. 1 goal is to
make products that we can all be proud of." O

May/June 2017

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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
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Retail Merchandiser - May/June 2017 - 7
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Retail Merchandiser - May/June 2017 - MCover1
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Retail Merchandiser - May/June 2017 - M1
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