San Diego Comic Convention (SDCC), organizer of the annual Comic-Con event, has announced it has appointed global licensing leader IMG as its first exclusive licensing representative. Through the affiliation, IMG will partner with SDCC to extend the reach of the non-profit’s mission of promoting comics and related popular art forms and engaging with their respective fan communities. 

“More than 50 years ago, the Comic-Con founders simply wanted to draw attention and recognition to the comics and other art forms they loved,” says Bruno Maglione, president, licensing, IMG. “In doing so, they discovered a shared interest in this and related sci-fi, fantasy and genre content wider than they could have possibly imagined. Today, that comic culture is mainstream entertainment culture thanks in large part to Comic-Con’s championing of this art form and its brilliant creators, and Comic-Con is the leading curator brand and guide in this space, allowing it to secure consumer attention and deliver consumer value in more ways.” 

While originally focused primarily on comic books, film and science fiction, Comic-Con has since come to encompass and celebrate related art and fantasy content, as well as anime, interactive multimedia, costuming and more in all formats, with a menu of forums, screenings, exhibits and workshops at the San Diego Convention Center. More than 135,000 people attend its annual convention. 

“Through its annual conventions, it’s clear that Comic-Con has become a powerful consumer brand without even trying,” says Ricardo Yoselevitz, senior vice president, licensing, IMG. “We are honored to now be working with them to identify products and destinations that create new ways and avenues to engage this passionate community, while further reinforcing Comic-Con’s position as the leading curator of this form of popular art and culture.” 

IMG will be working with SDCC to identify partners who can develop products, retail destinations and experiences for the fans not able to partake in the annual Comic-Con convention experience. 

“We began talking to IMG around six months ago and in the course of those discussions, it hit home to us that we could use our expertise to serve the ever-growing fan community in more ways, places and times than ever before,” says David Glanzer, chief communications and strategy officer, San Diego Comic Convention. “In 2021, we embarked on the new Comic-Con Museum and now, with IMG’s expertise working with specialist partners to deliver authentic brand experiences, we can pursue an exciting new phase for the Comic-Con brand.”