China’s cracking down on misuse of Mickey Mouse.
Regulators are launching a year-long special operation to protect trademarks held by the Walt Disney Company in the run-up to the opening of Shanghai Disney.
The State Administration for Industry and Commerce saying in a statement on Thursday (November 5) that it wants to promote the successful opening of the resort as well as protect China’s image for safeguarding intellectual property rights.
This includes special emergency teams across the country to combat the counterfeiting of Disney merchandise and stop it being sold in shops or online.
After five years of construction, Shanghai Disney’s grand opening is slated to be in Spring 2016.
The 5.5 billion dollar resort is a joint effort between the Walt Disney Company and state-owned Shanghai Shendi Group, with the local partner owning a nearly 60 percent stake in the venture.
The park development and trademark protection moves also come months after the company opened the world’s largest Disney retail store in Shanghai in May.
Hoping to capitalize on the growing popularity of Disney films among Chinese consumers with more money to spend despite a slowdown in the local economy.
