Media companies are thriving in China due to a burgeoning demand for entertainment by Chinese consumers. It is in this environment of rapid growth that media companies are increasingly victimised by trademark squatters who target media properties. For this reason, the recognition of merchandising rights by Chinese courts is a welcome development for protecting media companies and their investments in China. However, not all of China’s trademark administrative bodies have embraced merchandising rights to the same extent, and there have been some unanswered questions about the protection of goods and services that may be associated with merchandising rights.

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