Press Release
Astrid Lindgren's children and grandchildren are Expo-supporters
Mar 24, 2011 13:26 GMT
Astrid Lindgren's children and grandchildren are Expo-supporters
Saltkrakan AB is a family company owned and run by Astrid Lindgren's children and grandchildren. The main purpose of the company is to manage the author's works in the spirit that she herself would have done. The company has been Expo-supporters for one year and has renewed the support to the Expo Foundation.
http://www.exposupporter.se/companies?language=en-US
Astrid Lindgren and her well-known characters are some of the strongest and most appreciated trademarks in Sweden. There is consequently considerable interest from organisations and commercial bodies in using the characters and their names and settings in order to market activities as well as products without a direct association to her books, and that is never allowed. In order to prevent a dilution of the value in the works that Astrid Lindgren created, all use must be controlled and restricted. Astrid Lindgren's characters only live in the books, in the films, in theatres and in Astrid Lindgren's World and at Junibacken. Thus, actors or others are not allowed to portray Pippi - or any of the other characters - and indirectly market other activities or goods. Astrid Lindgren and her works must not be used to market anything other than the works themselves and the products that are based on the works. http://www.saltkrakan.se/website1/sd_page/13/1/index.php
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