Barbie’s best accessory is her intellectual property protection – is yours?

Like most of the world, we’ve seen and heard the international discussion about the Barbie movie’s massive box office success and Mattel’s management of the intellectual property (IP).

Barbie has become more than just a toy — the Barbie brand is also an example of a successful international IP rights strategy. Barbie has an extensive IP framework, protecting the brand’s distinctive features and branding from copycats.

The Mattel brand has over 20 registered Barbie trade marks in Australia. They protect the name 'Barbie' and the logo. The first trade mark was registered in 1961 for dolls, doll clothing and accessories.

Mattel now owns trade marks in a variety of classes of goods and services including:

  • Toys
  • Clothing
  • Jewellery
  • Books
  • Bags
  • Vehicles — Barbie convertible anyone?

Trade marks protect your organisation’s investment in the development and marketing of products across supply chains, manufacturing and retail ecosystems. Trade mark ownership enables you to collaborate with other manufacturers under formal licensing agreements. This allows for a diverse range of brand themed merchandise and experiences, while ensuring the integrity and reputation of your brand.

Brand management is essential in creating, building and promoting an identity for your product or service. Over time, customers will recognise your brand as a promise of a particular service, quality or style. This trust in your brand becomes your competitive advantage.

Protecting your brand with a registered trade mark gives you the exclusive right to use that mark for specific goods and services. It acts as a deterrent to competitors and copycats who may try to trade on your reputation, misleading consumers. A registered trade mark gives you the right to take legal action against anyone using your trade mark without your consent.

Make sure your brand has the right accessories!

Find out more about trade marks