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Dolls with the same names as Obama’s daughters.SD-Agencies

Doll based on the image of Obama and products named after him.

U.S. President Barack Obama has rapidly become one of the world's most powerful brands, helping to sell products from "Yes Pecan" ice cream to "The Audacity of Soap" cleansing bars. Now the White House is insisting on control over the Obama merchandising free-for-all.

White House lawyers are looking at ways to safeguard the use of his image after a boom in Obama-related products has raised concerns that his reputation could become tarnished by such commercialization.

Jen Psaki, a White House spokeswoman, said: "Our lawyers are working on developing a policy that will protect the presidential image while being careful not to squelch the overwhelming enthusiasm that the public has for the president."

Since the inauguration Michelle Obama, the first lady, has complained about a company that sells dolls with the same names as her daughters: the Sweet Sasha and Marvelous Malia figures. The company, Ty Inc, maker of Beanie Baby toys, said the names were a coincidence.

Any attempts to limit the exploitation of Obama's name and image will be difficult because of the strength of freedom of speech rights in the United States and the sheer scale of the booming industry that his election has spawned.

There are Obama-themed running shoes, Yes We Can Cola, boxer shorts, golf balls, hot sauce, Barack-O-blend coffee, chocolate Obama lollipops, Obama lipstick and Obama cigars. Ikea, the home-assembly furniture chain, has launched an "Embrace Change" marketing campaign, while Southwest Airlines has promoted a "Yes You Can" ticket sale.

In the United States, public figures have legal rights to control the use of their likeness. The Obamas seemed happy to allow the exploitation of their image during the campaign because it was overwhelmingly positive. But as the pressures of the presidency increase, there will probably be more effort to control Brand Obama. His aides are already looking ahead to his 2012 re-election campaign, when these heady post-inaugural days will probably be a faint memory.

(SD-Agencies)

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