I Don&#039;t Even Recognize You Anymore: The Limits of the Protection of Alteration and Modernisation of Fictitious Characters

Carl Dominik J. Niedersüß

doi:10.5771/9783845257143

Summary

Traditional trade marks have become a rarity, widely replaced by more appealing means of market communication. Fueled by the CJEU's liberal jurisdiction, widening the subject matter eligible for trade mark protection, a whole new world of opportunity has opened up to advertisers.

The author adresses the question in-depth, whether a fictional character per se is eligible for trade mark protection. The topic is approached via Community and US-Supreme court jurisdiction. Furthermore, alternative means of protection via adjacent regimes are analysed. The author concludes with a thorough comparison and policy recommendations.

Search publication

Bibliographic data

Edition: 1/2015
Copyright Year: 2015
ISBN-Print: 978-3-8487-1545-9
ISBN-Online: 978-3-8452-5714-3
Publisher: Nomos, Baden-Baden
Series: Munich Intellectual Property Law Center - MIPLC Studies
Volume: 24
Language: English
Pages: 73
Product Type: Monograph

Titelei/InhaltsverzeichnisPages 1 - 13 Download chapter (PDF)
I. IntroductionPages 14 - 15 Download chapter (PDF)
II. General considerationsPages 16 - 26 Download chapter (PDF)
III. Germany and the European UnionPages 27 - 41 Download chapter (PDF)
IV. United States of AmericaPages 42 - 60 Download chapter (PDF)
V. Synthesis, conclusion and policy recommendationsPages 61 - 63 Download chapter (PDF)
List of works citedPages 64 - 73 Download chapter (PDF)

Bibliography (61 entries)

Jerome Gilson, Anne Gilson Laldone & Karin Green, Gilson on Trademarks (83d ed., 2013).  Open Google Scholar DOI: 10.5771/9783845257143
Ralf Mäder, Messung und Steuerung von Markenpersönlichkeit: Entwicklung eines Messinstruments und Anwendung in der Werbung mit prominenten Testimonials (Schriftenreihe des Instituts für Marktorientierte Unternehmensführung (IMU), Universität Mannheim), (2005). Open Google Scholar DOI: 10.5771/9783845257143
Matthias Meyer, Character Merchandising, Der Schutz fiktiver Figuren als Marke [Character Merchandising, the Protection of Fictitious Characters as Trade Marks], Europäische Hochschulschriften: Reihe 2, Rechtswissenschaft, volume 3668. Open Google Scholar DOI: 10.5771/9783845257143
OHIM – The Manual Concerning Opposition. Open Google Scholar DOI: 10.5771/9783845257143
Proposal for a Directive of the European Parliament and of the Council to Approximate the Laws of the Member States Relating to Trade marks, COM (2013) 162 final, 2013/0089 (COD), (proposed 2013). Open Google Scholar DOI: 10.5771/9783845257143
Heijo Ruijsenaars, Overview of the Legal Aspects of Merchandising in Character Merchandising in Europe (Heijo Ruijsenaars ed., 2003). Open Google Scholar DOI: 10.5771/9783845257143
Heijo Ruijsenaars, Workshop No. 6 – Character Merchandising, AIPPI Y.B. 1992/III, 348. Open Google Scholar DOI: 10.5771/9783845257143
Christian Scherz & Susanne Bergmann, Character Merchandising in Germany in Character Merchandising in Europe (Heijo Ruijsenaars ed., 2003), 127-143. Open Google Scholar DOI: 10.5771/9783845257143
Ilanah Simon, How does “Essential Function” Drive European Trade Mark Law? What is the Essential Function of a Trade Mark? 2005 IIC 401. Open Google Scholar DOI: 10.5771/9783845257143
Clemens Thiele, Urheberrechtlicher Schutz für Kunstfiguren – von Odysseus bis Lara Croft, (IRIS – Rechtliche Rundschau der europäischen, audiovisellen Informationsstelle), (2004). Open Google Scholar DOI: 10.5771/9783845257143
3. International Open Google Scholar DOI: 10.5771/9783845257143
Heijo Ruijsenaars, The WIPO Report on Character Merchandising, Int'l. Rev. of Intell. Prop. and Competition Law [IIC] 1994, 532 (1994). Open Google Scholar DOI: 10.5771/9783845257143
World Intellectual Property Organisation (WIPO), Character Merchandising – Report prepared by the International Bureau, WO/INF/108 (1994). Open Google Scholar DOI: 10.5771/9783845257143
Treatises Open Google Scholar DOI: 10.5771/9783845257143
1. United States of America Open Google Scholar DOI: 10.5771/9783845257143
Louis Altman & Mara Pollack, Callman on Unfair Competition, Trademarks and Monopolies (Thomson Reuthers 2013); Open Google Scholar DOI: 10.5771/9783845257143
Frank Lotze, Markenmaskottchen – Warum wir bestimmte Werbefiguren nie vergessen [Spokescharacters – Why Certain Marketing Characters are Never Forgotten], Welt am Sonntag, Jul 22nd 2012. Open Google Scholar DOI: 10.5771/9783845257143
David Hilliard, Joseph Welch & Uli Widmaier, Trademarks and Unfair Competition (8 ed. 2010). Open Google Scholar DOI: 10.5771/9783845257143
William Landes & Rrichard Posner, The Economic Structure of Intellectual Property Law (Harvard University Press 2003). Open Google Scholar DOI: 10.5771/9783845257143
J. Thomas McCarthy, McCarthy on Trademarks and Unfair Competition (4th ed., 1996-2013).  Open Google Scholar DOI: 10.5771/9783845257143
Horwitz, Ethan, World Trademark Law and Practice (2d ed., 1985-2013). Open Google Scholar DOI: 10.5771/9783845257143
2. European Union Open Google Scholar DOI: 10.5771/9783845257143
Adams, John N., Character Merchandising (1996). Open Google Scholar DOI: 10.5771/9783845257143
3. Germany Open Google Scholar DOI: 10.5771/9783845257143
Karl-Heinz Fezer, Markenrecht (4th ed. 2009). Open Google Scholar DOI: 10.5771/9783845257143
Thomas Dreier & Gernot Schulze, Urheberrechtsgesetz: UrhG, (4th ed., 2013). Open Google Scholar DOI: 10.5771/9783845257143
Friedrich Fromm & Wilhelm Nordemann, Urheberrecht (10 ed. 2008). Open Google Scholar DOI: 10.5771/9783845257143
Wolfgang Gloy, Michael Losschelder & Willi Edelmann, Handbuch des Wettbewerbsrechts (4 ed. 2010). Open Google Scholar DOI: 10.5771/9783845257143
4. International Open Google Scholar DOI: 10.5771/9783845257143
Georg Bodenhausen, Guide to the Application of the Paris Convention for the Protection of Industrial Property (BIRPI 1969). Open Google Scholar DOI: 10.5771/9783845257143
Paul Goldstein & P. Berndt Hugenholtz, International Copyright: Principles, Law and Practice (2d ed. 2010). Open Google Scholar DOI: 10.5771/9783845257143
Michael Todd Helfland, When Mickey Mouse Is as Strong as Superman: The Convergence of Intellectual Property Laws to Protect Fictional Literary and Pictorial Characters, 44 Stan. L. Rev. 623 (1992). Open Google Scholar DOI: 10.5771/9783845257143
1. United States of America Open Google Scholar DOI: 10.5771/9783845257143
Robert G. Bone, Enforcement Costs and Trademark Puzzles, 90 Va. L. Rev. 2099 (2004). Open Google Scholar DOI: 10.5771/9783845257143
Ralph Brown, Advertising and the Public Interest, Legal Protection of Trade Symbols, 57 Yale L.J. 1206 (1948). Open Google Scholar DOI: 10.5771/9783845257143
E. Fulton Brylawski, Protection of Characters – Sam Spade revisited, 22 Bull. Copyright Soc'y 77 (1974). Open Google Scholar DOI: 10.5771/9783845257143
Lee Burgunder, The Scoop on Betty Boop: A Proposal to Limit Overreaching Trademarks, 32 Loy. L.A. Ent. L. Rev. 257 (2011-2012). Open Google Scholar DOI: 10.5771/9783845257143
Lee Burgunder, Trademark Registration of Product Colours: Issues and Answers, 26 Santa Clara L.Rev. 581 (1986). Open Google Scholar DOI: 10.5771/9783845257143
Irene Calboli, The Case for a Limited Protection of Trademark Merchandising, 2011 U. Ill. L. Rev. 865 (2011). Open Google Scholar DOI: 10.5771/9783845257143
Graeme Dinwoodie, Trademark and Copyright: Complements or Competitors?, Proceedings of the ALAI Congress, June 13-17, 2001. Open Google Scholar DOI: 10.5771/9783845257143
Giselle Fahimian, How the IP Guerrillas Won: Trademark, Adbusters, Negativeland, and the "Bullying Back" of Creative Freedom and Social Commentary, 2004 Stan. Tech. L. Rev. 1 (2004). Open Google Scholar DOI: 10.5771/9783845257143
David B. Feldman, Finding a Home for Fictional Characters: A Proposal for Change in Copyright Protection, 78 Calif. L. Rev. 687 (1990). Open Google Scholar DOI: 10.5771/9783845257143
Anne-Virginie Gaide, Copyright, Trademarks and Trade Dress: Overlap or Conflict for Cartoon Characters?, Proceedings of the ALAI Congress, June 13-17, 2001. Open Google Scholar DOI: 10.5771/9783845257143
Judith Garretson & Roland Niedrich, Spokes-Characters – Creating Character Trust and Positive Brand Attitudes, Journal of Advertising, volume 33, no. 2 (2004), 25-36. Open Google Scholar DOI: 10.5771/9783845257143
Benjamin A. Goldberger, How the “Summer of the Spinoff” Came to be: The Branding of Characters in American Mass Media, 23 Loy. L.A. Ent. L. Rev. 301 (2003). Open Google Scholar DOI: 10.5771/9783845257143
Paul Goldstein, The Competitive Mandate: From Sears to Lear, 59 Cal. L. Rev. 873 (1971). Open Google Scholar DOI: 10.5771/9783845257143
Journal Articles/Reports Open Google Scholar DOI: 10.5771/9783845257143
Jennifer Konefal, Federal Trademark Law in an Uncertain State, 11 B.U. J. Sci. & Tech. L. 283 (2005). Open Google Scholar DOI: 10.5771/9783845257143
Leslie Kurtz, The Independent Legal Lives of Fictional Characters, 1986 Wis. L. Rev 429 (1986). Open Google Scholar DOI: 10.5771/9783845257143
William Landes & Richard Posner, The Economics of Trademark Law, 78 Trademark Rep. 267, 290 (1988). Open Google Scholar DOI: 10.5771/9783845257143
Jessica Litman, Breakfast with Batman: The Public Interest in the Advertising Age, 108 Yale L. J. 1717 (1999). Open Google Scholar DOI: 10.5771/9783845257143
Michael V. P. Marks, The Legal rights of Fictional Characters, 25 Copyright L. Symp. (ASCAP) 35 (1980). Open Google Scholar DOI: 10.5771/9783845257143
Beverly W. Pattishall, The Goose and the Egg – Some Comments about Trademark Modernization, 47 Trademark Rep. 801 (1957) Open Google Scholar DOI: 10.5771/9783845257143
Peter Shapiro, The Validity of Registered Trademarks for Titles and Characters After the Expiration of Copyright on the Underlying Work, 31 Copyright L. Symp. (ASCAP) 69. Open Google Scholar DOI: 10.5771/9783845257143
Preet K. Tummala, The Seinfeld Aptitude Test: An Analysis Under Substantial Similarity and the Fair Use Defense, 33 U.C. Davis L. Rev. 289 (1999). Open Google Scholar DOI: 10.5771/9783845257143
Franklin Waldheim, Mickey Mouse – Trademark or Copyright, 54 Trademark Rep. 865, (1964). Open Google Scholar DOI: 10.5771/9783845257143
2. European Union Open Google Scholar DOI: 10.5771/9783845257143
Manoranjan Ayilyath, Character Merchandising and Personality Merchandising: The Need for Protection – An Analysis in the Light of UK & Indian Laws, Entertainment Law Review (Sweet & Maxwell, London) 23- 3 (2012). Open Google Scholar DOI: 10.5771/9783845257143
Ralph Graef, Die fiktive Figur im Urheberrecht [The Fictitious Character in Copyright Law], Zeitschrift für Urheber- und Medienrecht [ZUM] 2012, 108 (2012). Open Google Scholar DOI: 10.5771/9783845257143
Frank Huber, Kai Vollhardt & Frederick Meyer, Helden der Werbung? – Eine Untersuchung der Relevanz von Werbefiguren für das Konsumverhalten [Heroes of Advertisement? – Research on the Relevance of Spokes-Characters for Consumers' Behaviour], Marketing volume 31, no. 03, (2009). Open Google Scholar DOI: 10.5771/9783845257143
Annette Kur, Der wettbewerbliche Leistungsschutz – Gedanken zum wettbewerbsrechtlichen Schutz von Formgebungen, bekannten Marken und “Characters”[Protection under Competition Law – Thoughts on the Protection of Shapes, Famous Marks and Characters], GRUR 1990, 1. Open Google Scholar DOI: 10.5771/9783845257143