Policy Approach to Cultural Economics; Case Study: Merchandising in Animation Licensed Products

Merchandising animation characters is precious in terms of both transfer of culture and cultural economics, while it is unconsidered in Iran. Plenty of merchandised characters originate from other countries can be considered as a failure of this industry in Iran. This article introduces four key stakeholders in the field of merchandising animation characters and emphasizes roles of government and animation producers. The article focuses on factors should be regarded by producers in order to succeed in merchandizing. Also, policies which need to be made by government will be addressed.