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The Barbie licensing phenomenon: Sally Britton for World Intellectual Property Review

Posted on 1 September 2023

Partner Sally Britton has been featured in an article by World Intellectual Property Review, examining the Barbie licensing phenomenon occurring with the release of Greta Gerwig’s ‘Barbie the Movie’.

Sally explores how the film has allowed Mattel to build its reputation in a variety of aspects of the Barbie brand, commenting: “In July 2023 Mattel applied for a variety of registrations in the US to extend its protection in the Barbie brand with applications including BARBIEPINK, BARBIEDOM and I AM KENOUGH.”

“It’s clear that Mattel understands that Barbie’s brand is not just her name but a variety of different elements. Unsurprisingly, identifying core brand assets and using/registering them extensively and consistently will build brand value.”

Read the full article here (subscription required).

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