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Disney in Spain (1930–1935)

Bellido, Jose, Bowrey, Kathy (2017) Disney in Spain (1930–1935). Business History, . pp. 1-31. ISSN 0007-6791. (doi:10.1080/00076791.2017.1299129)

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https://doi.org/10.1080/00076791.2017.1299129

Abstract

This article looks at the ways in which the global brand par excellence – Mickey Mouse – spread throughout Spain in the early 1930s. In tracing the creative and commercial interplay with the Mickey character we show how the Disney Company failed to obtain any significant intellectual property rights in its own name or obtain a sympathetic hearing by Spanish patent and trademark officials. Yet this was undoubtedly a period of significant global development of the Disney brand. With the attempt to explain such an apparent contradictory situation, this article highlights the importance of the management of particular struggles in the flux of desires, appropriation and investments that contributed to the emergence of the elusive ‘merchandising right’.

Item Type: Article
DOI/Identification number: 10.1080/00076791.2017.1299129
Uncontrolled keywords: Disney, trademarks, brands, licensing, folklore, marketing, children, appropriation, citrus industry, toys
Subjects: K Law
K Law > K Law (General)
Divisions: Faculties > Social Sciences > Kent Law School
Depositing User: Jose Bellido
Date Deposited: 15 Jun 2017 13:28 UTC
Last Modified: 29 May 2019 19:09 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/62082 (The current URI for this page, for reference purposes)
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