ABSTRACT
Character merchandising means the use of the name or likeness of a well known celebrity or fictional character in order to increase the sales potential of goods or services. It is well accepted that the name and image of public figures and fictional characters can be used to promote, advertise and market products and services. Sponsorship and product endorsement agreements are a normal feature of the business activities of celebrities and sports personalities. The net result is that the fictional or living character in question often becomes a commodity in its own right and can demand large fees in return for product endorsement. The usual way in which a manufacturer of a product goes about using the name or likeness of a celebrity or fictional character is by obtaining a licence (or, in other words, permission) in return for payment. This is especially the case in relation to fictional characters such as The Simpsons or Disney characters. Commercial businesses invest large amounts of money to secure rights to use these names and likenesses for their products or services.
