Trade Character


A trade character is a representation of a person, animal, or other being that is personified and used to identify a company, brand, or product.

Exclusive use of a trade character requires a registered trademark.[1]

Examples of trade characters include Kellogg’s Tony the Tiger, Planters’ Mr. Peanut, the Geico gecko, General Mills’ Betty Crocker, and the Keebler elves.



  1. ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).
  2. ^ Life in the U.S.A., Food Icons.

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