When Disney followed their popular release of "The Mandalorian" last month with the premiere of last Thursday's Star Wars movie "The Rise of Skywalker," they didn't plan on aspiring entrepreneurs to create a completely unlicensed Baby Yoda market so quickly. Now the race is on for the media behemoth to effectively put the genie back into the bottle and stop counterfeiters from monetizing their valuable intellectual property on Etsy and other online marketplaces.

Speaking with the Wall Street Journal, James Sammataro, co-head of the firm's Media + Entertainment practice, noted that the maintenance and enforcement strategies Disney has put into place are part of "good legal housekeeping. You have to teach people how to treat you."

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Pryor Cashman's Trademark Practice manages large-scale trademark maintenance and enforcement programs for some of the world's most recognizable brands and scores of celebrities. We advise on every aspect of trademark law, from establishing vigilance programs to litigating disputes. Many of the cases we have won have become the gold standard for addressing conflicts between intellectual property rights and the First Amendment.

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