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Dolls and dollars: why small businesses should be wary of cashing in on Barbiemania with their branding

  • Written by The Conversation

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...

Read more: Dolls and dollars: why small businesses should be wary of cashing in on Barbiemania with their...

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