Some of the official Barbie collaboration products. Image: Glasshouse & Mermade
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Blockbuster movie brand merchandising is a multi-billion-dollar industry.
That Buzz Lightyear bubble bath, Lightning McQueen bedding or Elemental backpack all contribute to a movie’s overall income stream.
And brand owners are in a constant battle against fake or unlicensed goods. The European Union Intellectual Property Office estimates that counterfeits comprise around 2.5% of all world trade.
But successful brands also inspire well-meaning imitators such as Hobbit-themed pubs, Grinch-themed photoshoots, Harry Potter fan festivals, or, in New Zealand, a cleaning business van painted with “Minion” imagery.
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