Ponderation over the Protection of Merchandising Right of Fictional Characters: A Case Study of the Issue of 'San Mao'

摘要

This paper analyses the deficiency of the current protective situation of merchandising right of fictional characters in China through a case study of "San Mao". Taking into account the protection mode and standard set by the US, hereby relevant recommendations of how to improve the legal protection of the merchandising right of fictional characters is put forward.