The LEHMAN, Lee & Xu China Trademarks Newsletter keeps you up to date on recent developments in
China Trademark law and practice
How to get your Trademarks protected in China? Invest $5.5 Billion.
Since October of last year, Chinese authorities have been engaged in a campaign against counterfeit Disney products. The effort includes establishment of a special division for Disney trademarks protection, and increased training to spot online sales of counterfeit Disney products. Infringing use of Disney trademarks has been found on everything from children’s underwear to advertisements for private tutors.
The crackdown is focused the areas immediately surrounding the new Shanghai Disney Park, which is set to open this summer. Cities around China are also increasing trademark enforcement for Disney branded products. The park itself represents an investment of USD $5.5 billion. Shanghai also has the world’s largest Walt Disney store in the financial district of Pudong.
Chinese authorities say that the special campaign targeting Disney counterfeits works to aid the establishment of a competitive market in China, and a fair playing field. The move is also expected to go toward improving China’s global reputation for protection of intellectual property rights.
In Beijing and Shanghai, local authorities have stepped up inspections and are focused on identifying and stopping the production, circulation and online sale of counterfeit Disney products.
This is all very good news for Disney which stands to miss out on millions of dollars in merchandise sales if lower price counterfeits are readily available near its new park. It is always welcome to see Chinese authorities enforcing intellectual property laws on the books. One wishes it didn’t take a global entertainment giant moving in to spur the authorities to activity.
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