n Without Prejudice - 'Shaken ... not stirred' - protecting fictional characters : intellectual property

Volume 13, Issue 1
  • ISSN : 1681-178X



Merchandising of fictional characters is the oldest and best-known form of merchandising. It involves the use of distinguishing personality features of fictional characters in the marketing or advertising of goods or services. It forms the subject of licensing agreements and therefore the commercial exploitation of fictional characters is a profitable industry. The characters that make up this year's edition of the Forbes Fictional 15 have an aggregate net worth of US$209.5 billion.

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