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5 - Licensing Gone Wrong

Published online by Cambridge University Press:  30 June 2022

Jose Bellido
Affiliation:
University of Kent, Canterbury
Kathy Bowrey
Affiliation:
University of New South Wales, Sydney
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Summary

In 1929, J. M. Barrie made a bequest to the Great Ormond Street Hospital for Sick Children of his most popular creation, ‘Peter Pan’. Chapter 5 explores the dynamic of gift-giving for the benefit of vulnerable children and how this translated into licensing practices. A Peter Pan movie, to be directed by George Cukor and starring Audrey Hepburn, was never made because of the bitter relationship that developed between the licensor, the Great Ormond Street Hospital, and its licensee, the Disney Corporation, which resulted in litigation in the 1960s. By looking at the misfortune of a film that was never made, the chapter shows how licensing intangible properties involved not only a question of contract and property, but also a more complicated question of trust, sociality and the etiquette of managing commercial opportunities. The chapter engages in a deeper consideration of the impact of the Disney Corporation, not just in creating a highly effective managerial infrastructure to exploit the child as a consumer, but also in developing intellectual property strategies to gain a privileged position with consumers, who were now conceived of as being included within the Disney family.

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Chapter
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Adventures in Childhood
Intellectual Property, Imagination and the Business of Play
, pp. 143 - 188
Publisher: Cambridge University Press
Print publication year: 2022

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  • Licensing Gone Wrong
  • Jose Bellido, University of Kent, Canterbury, Kathy Bowrey, University of New South Wales, Sydney
  • Book: Adventures in Childhood
  • Online publication: 30 June 2022
  • Chapter DOI: https://doi.org/10.1017/9781108641968.006
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  • Licensing Gone Wrong
  • Jose Bellido, University of Kent, Canterbury, Kathy Bowrey, University of New South Wales, Sydney
  • Book: Adventures in Childhood
  • Online publication: 30 June 2022
  • Chapter DOI: https://doi.org/10.1017/9781108641968.006
Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

  • Licensing Gone Wrong
  • Jose Bellido, University of Kent, Canterbury, Kathy Bowrey, University of New South Wales, Sydney
  • Book: Adventures in Childhood
  • Online publication: 30 June 2022
  • Chapter DOI: https://doi.org/10.1017/9781108641968.006
Available formats
×