Merchandising / Licensing
No rights, no licensing. The importance of IP and of industrial property rights for merchandising/licensing can be reduced to this simple formula. Only those who have rights to an image, a slogan, characters in a film or literature and have also correctly registered these rights, where applicable,, can also effectively license these rights.
Although copyrights come into existence with the creation of a work, these are usually not sufficient for the implementation of an effective licence programme that can extend over categories ranging from clothing, through toys and dolls, to lifestyle products and services.
An effective merchandising portfolio also includes broad-based trademarks in addition to correctly documented copyrights in any case. Only in this way can rights holders protect themselves and their licensees against free-riding.