SuperFanArt: Hasbro opts for 3D printing

625x465_847113_1020777_1369251475Transformers, GI Joe, My Little Pony, Dungeons & Dragons, Monopoly, Scrabble, these are some of the brands which it is possible to buy the figurines on the Shapeways 3D printing website. Not not from figures of these marks, but created by fans who were inspired by these universes to design their own 3D models. No risk for them to be attacked in court by Hasbro, the owner of such marks. The American chose to encourage his fans to propose their own figures on a site created for them, SuperFanArt.

What can a manufacturer about the phenomenon of 3D printing?

For the launch of SuperFanArt, Hasbro has chosen 5 designers, including the french Christophe Vidal.

For the launch of SuperFanArt, Hasbro has chosen 5 designers, including the french Christophe Vidal.

Will what strategy the industrialists adopt towards general public 3D printing? Several solutions are available to them. To let it do the systematic opposition to those who will offer their design online print sites, Hasbro tries another approach. The American toy giant tries to accompany the movement. It is during the 2014 of the Comic-Con in San Diego ShapeWays and Hasbro have unveiled their joint project, SuperFanArt. The site proposes to federate the fan of different brands which the toy manufacturer owns trademarks to promote their figures on Shapeways. A good way for Hasbro to maintain the buzz and interest for its brands, keeping a minimum of control. Indeed, Hasbro reserves the right to refuse a design if it considers obscene. Obviously, the industrialist does not seem to take Commission on sales of these figurines on Shapeways.

An initiative that goes beyond the fight against classic counterfeiting

LucasFilm ensures the protection of its intellectual property on the Web. (Photo: Eva Rinaldi via Wikimedia Commons)

LucasFilm ensures the protection of its intellectual property on the Web. (Photo: Eva Rinaldi via Wikimedia Commons)

Hasbro initiative contrasts with the customs of the sector where manufacturers defend tooth and nail their intellectual property and licenses they pay often very expensive. We remember especially the case LucasFilm against Andrew Ainsworth. The latter marketed on the Internet of the Stormtrooper Helmets made by his care. LucasFilm asked compensation $ 20 million for violating the copyright on its design. English, Andrew Ainsworth has not been sentenced, but he has been prohibited from selling its replicas on the territory of the United States.
With the rise of 3D printing, this problem will spread to the thousand power in many areas.

Translation : Bing Translator

Sources :

“Hasbro to Collaborate With 3-D Printing Company to Sell Artwork”, The New York Times, July 20, 2014
“Hasbro & Shapeways Enable 3D Printing Fan Art with SuperFanArt”, ShapeWays Blog, July 21 2014
“Leave 3D Printing Alone”, Huffington Post, January 27, 2014
Legal Impact of 3D Printing Technology“, Lawdit Solicitor, July 2, 2013
“Case Comment: LucasFilm Ltd & Ors v Ainsworth & Anor [2011]”, UKSC Blog, December 13, 2011

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