Disney in Spain (1930-1935)
This article looks at the ways in which the global brand par excellence - Mickey Mouse - spread throughout Spain in the early 1930s. In tracing the creative and commercial interplay with the Mickey character we show how the Disney Company failed to obtain any significant intellectual property rights...
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| Veröffentlicht in: | Business history 2018-11, Vol.60 (8), p.1277-1307 |
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| container_issue | 8 |
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| container_title | Business history |
| container_volume | 60 |
| creator | Bellido, Jose Bowrey, Kathy |
| description | This article looks at the ways in which the global brand par excellence - Mickey Mouse - spread throughout Spain in the early 1930s. In tracing the creative and commercial interplay with the Mickey character we show how the Disney Company failed to obtain any significant intellectual property rights in its own name or obtain a sympathetic hearing by Spanish patent and trademark officials. Yet this was undoubtedly a period of significant global development of the Disney brand. With the attempt to explain such an apparent contradictory situation, this article highlights the importance of the management of particular struggles in the flux of desires, appropriation and investments that contributed to the emergence of the elusive 'merchandising right'. |
| doi_str_mv | 10.1080/00076791.2017.1299129 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0007-6791 |
| ispartof | Business history, 2018-11, Vol.60 (8), p.1277-1307 |
| issn | 0007-6791 1743-7938 |
| language | eng |
| recordid | cdi_crossref_primary_10_1080_00076791_2017_1299129 |
| source | EBSCOhost Business Source Complete |
| subjects | 20th century appropriation Brand image brands children citrus industry Disney Entertainment industry folklore Hearing Intellectual property licensing marketing Property rights toys trademarks |
| title | Disney in Spain (1930-1935) |
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