Linking Trademarks and Character Merchandising "Good merchandising will always take the consumer from deciding whether that are going to buy which are they going to buy." - Steward Goldsmith, the Vice President of Sales for Todson
Characters, in general, elaborately cover both fictional beings (for instance, Mr. Bean and Mickey Mouse) and non-fictional beings (for instance, Usain Bolt and Michael Phelps). These characters and their peculiar traits, including their name, image, appearance, or voice, help distinguish them from others as they are easily recognizable by the public at large. The same can be used to the benefit of the trade by deploying them as a marketing method to attract consumers and gain fame.
Defining the Ambit of Trademark Merchandising 'Trademark Merchandising' is more popularly known as 'Character Merchandising,' which is the second adaptation of a fictional or non-fictional character by using them concerning goods and services to gain prospective customers due to such close affinity. Often, the creator of the character is not the proprietor of goods and services; instead, a contractual agreement plays a much vital role in this regard. Consider the examples as mentioned here below: