The release of the newest Star Wars movie brings back not only the thrill of a great movie, but also the surge of merchandises flooding the markets. However, this time the merchandising game has been turned up a notch.
Star Wars’ fans will be now treated with an array of products, starting from Star Wars dubbed food like chips, ice cream, marshmallows and even mayonnaise, to other items including diaper bags. The credit for this potential new revolution goes to the creative visionary lawyers who have been securing the trademarks on any product they could get their hands on.
Companies, such as the Disney’s division or the Ample Hills Creamery have bought the rights to the trademarks of many Star Wars characters and their affiliated products, making millions on the way. Lucasfilm for example, has taken the all rights to the character of Captain Plasma in return of all products featuring this character.
To the consumer’s dismay these Star Wars products do not come cheap. Ample Hills Creamery that bought the license of producing “Star Wars” flavored ice cream, sells each bucket for $36. Co-owner Brian Smith told the press that, despite having to pay a huge sum in buying the license, they have already earned it back just within first 2 weeks. Apparently, money is not an issue when it comes to our “Star Wars” fans.
Experts observed the current “Star Wars” craze, and stated that the franchise is bound to generate around $5 billion just in merchandise for the first year. Thus explaining why the company has tightened its grips on the many newer characters and secured their legal rights. They hope to bring about another row of merchandise and house hold items once these characters take the spotlight. Products are rumored to include cake pans, staplers, wind chimes and even baby books.
Kenneth Falcon, a New York based lawyer specializing in copyright and trademark law, stated, “They need to be aggressive about protecting the franchise’s new characters right out of the gate. People will try to rip off the ‘Star Wars’ brand forever because it’s so lucrative.”
The “Star Wars” fever has gone up so high that Lucas Film has even protected the interests of the lesser characters. Falcon believes that the rights to the Star Wars franchise will solely revolve within the current owners, fighting for its rights will go in vain and will turn out to be a very costly one at that too.