CITMA blog
Read insight into why trade marks are important to you. Expert analysis provided by our members.
The changing face of MTV: What brands can learn from a cultural icon
When MTV (Music Television) launched in 1981, it revolutionised the way the world experiences music, ushering in an era where music videos became central to pop culture.
TV that tours: Building IP packages for global formats
With the ever-increasing appetite for content, paired with the rise in user-generated-content sites like YouTube and TikTok, the market for TV formats has become truly global.
Merch madness: How Star Wars helped create a merchandise Empire
From Star Wars to Frozen, cinematic franchises have shown that merchandising revenue can rival box-office takings.
Branded on screen: The legal landscape of product placement in films and TV
From James Bond’s Omega watches to Peter ‘Maverick’ Mitchell’s Ray-Ban Aviator sunglasses in Top Gun, the integration of real-world products into fictional narratives has evolved into a sophisticated marketing strategy.
From toy box to box office: How brands are winning big on the big screen
What do Barbie, Mario and Pokémon have in common? They all began as beloved toys or games – and have since become blockbuster movie stars.
The superhero effect: What big franchises teach us about IP
Why the right IP protection is the real superpower behind franchise success.
Genericide: The Kryptonite of a successful brand
How comic-book publishing companies Marvel and DC lost their US trade marks for “superhero”.
Stage to screen – and back again: Managing IP when stories travel
When a film makes the leap from screen to stage, it’s not just the storytelling that transforms – merchandise and licensing strategies undergo a dramatic evolution too.