Disney signed a global license agreement for Pleasant Goat derivative products. According to the global licensing agreement for derivative products signed by Disney and Guangzhou New Power Animation Image Management Co., Ltd. on October 201year1month, all product categories of Disney Consumer Products Division can produce related products, including toys and consumer electronics, fashion and home.
At present, a series of authorized products of Pleasant Goat have been listed, covering food, beauty cosmetics, toys, mobile phones, digital cameras, stationery, clothing/bags, sports shoes and so on.
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Brand authorization is a popular business operation mode in the international animation industry. The basic principle is that a strong animation brand can arouse consumers' association, and also make consumers have a huge demand for follow-up products. In order to take advantage of this market effect, the owner of an animation brand authorizes the licensee to use its name, logo or other features about the brand on its products or services.
The operating environment of intellectual property protection in domestic animation industry is not optimistic. The more the animation industry develops at a high speed, the more important copyright protection is. However, with the development and perfection of digital technology, the so-called copyright protection is quite ineffective due to the repeated bombing of network TV, movies and music.
As far as the overall development of China is concerned, besides the lack of the ability of local animation enterprises to develop derivative products, the appearance of pirated derivative products has also caused a fatal blow to animation enterprises. 80% of the derivative products around Pleasant Goat are pirated, and the products of cartoon characters such as Pleasant Goat account for half of similar cartoon products.
But the products sold are basically pirated. Many operators know nothing about whether animation toys need authorization. In the derivatives market of China animation industry, the profits of pirated operators are usually several times that of genuine operators. Among them, Guangzhou original power "Pleasant Goat", the profit of pirated operators is four times that of genuine operators.
Disney has always been famous for attaching great importance to intellectual property rights. In the China market, Disney signed a broadcast contract with CCTV as early as 1982. However, due to the spread of pirated goods, Disney withdrew from the China market automatically after unsuccessful negotiations with relevant departments.
Controlling and operating copyright has become an important part of Disney brand management, which directly affects the company's income and the relationship between internal departments. The direct income from copyright accounts for 38% of Disney's total revenue.
Generally speaking, the licensing of Pleasant Goat and Big Big Wolf to Disney, a global authorized industry leader, is the inevitable result of brand development in China, and it is also the mainstream force in brand market competition at present.
People's Daily Online-Pleasant Goat image copyright was exposed and sold to Disney.