Critical Analysis of Character Merchandising and its impact on Intellectual Property Rights

Authors:  Pooja, Student of Christ Deemed to be University

Best Citation – Pooja, Critical Analysis of Character Merchandising and its impact on Intellectual Property Rights, Indian Journal of Legal Review (IJLR), 3 (1) of 2023, Pg. 148-152, ISSN – 2583-2344.

Abstract

Many entertainment firms started a separate channel for cartoons to cover the global level audience of children. The customizable products allow the customers to choose which character they want in their product. A character is used as a tool for the promotion of products and it leads to a brand image for business firms. Such brand images are liable to be protected from commercial exploitation. The lacuna that is found in the Indian Legal system is the absence of specific legislation regarding personality rights and image merchandising. This paper analyzes the growth and impact of character merchandising in market and its implications on constitutional rights of individual. In addition to that, the relationship between intellectual property violation and character merchandize is also brought out. The research methodology adopted is a combination of qualitative and doctrinal research method.