Character Merchandising And Protection Of Intellectual Property
- IJLLR Journal
- 29 minutes ago
- 1 min read
Lakshyta Singh, LL.M., Hidayatullah National Law University
ABSTRACT
The last couple of years have seen phenomenal growth in the advertising world, which has brought to the fore the potential of using popular characters, both real and fictional ones for increasing the sale and demand of products and services. Character merchandising is a business tactic used by the owner or the creator of the character to market and sell products and services to such consumers who are drawn to the mystique of the character. Merchandising can be done by various products like toys, bag packs, t- shirts, lunchboxes, bottles, video games, caps and many more. Big players of the show biz industry couldn't resist using the tactic only to discover that Indian law has lagged behind in protecting this modern trade practice. The article aims to understand the concept of ‘character merchandising’ bring to light the key legal issues relating to it. It analyzes the legal framework provided for the protection of character merchandising under intellectual property laws and also discusses some important Indian case
and laws.
