Friday, June 29, 2007 Harry Potter and trademark license By Clint Fabiosa & Andrew Ong I Protect
THE growing complexity of trademark use in marketing is illustrated in the licensing of the Harry Potter character from the popular children’s book series by J. K. Rowling.
Warner Brothers, which acquired worldwide merchandising rights to the work, earned an estimated $93.5 million in the first three days of the release of the film, “Harry Potter and the Sorcerer’s Stone,” which made it as one of the biggest movie openings of all time. Surprised by the turn-out, Warner Brothers divided the license rights among its business partners and licensees:
Hasbro gained the rights to distribute Harry Potter trading cards and electronic games; Mattel gained the rights to make toys; Electronic Arts gained the rights to manufacture Harry Potter computer and video games; and Coca Cola secured rights in marketing the film together with its products.
Seen in the context of this complex network of agreements, the trademark license becomes the way of “extending the brand” and co-marketing, so that each product helps sell the other products by reinforcing the popularity of the character.
