CITMA blog
Read insight into why trade marks are important to you. Expert analysis provided by our members.
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.
What’s in a name? The business value of trade marks in film
Beyond box-office revenue, the film industry relies on additional income streams to fully capitalise on its assets and bring cinematic universes to life.