The book focuses on the legal strategy and monitoring of merchandising campaigns of a cross border nature in 17 European countries. Drawing on the local expertise of contributing authors from each country, Character Merchandising in Europe presents a detailed comparative analysis of the manifold legal issues related to merchandising practices. These include the following: the inadequacy of trade mark licenses to encompass the affinity motive of the purchaser of merchandising; the overlapping rights of a manufacturer and a merchandiser in the same product; deficiencies in unfair...