Disney in Spain (1930–1935)
研究了1930年代初米老鼠在西班牙的传播，发现迪士尼公司未能获得显著知识产权保护，但品牌仍全球扩张，揭示了商品化权利的形成过程。
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’.