Tintin, a world trademark

The Belgian artist Hergé, creator of the heroic reporter Tintin, would have turned 100 this Tuesday, May 22nd. Daniel Couvreur points out that Hergé "was a pioneer of merchandising, with figurines, stage adaptations, cartoons, films and audio recordings. ... Tintin remains the favourite hero of the Belgians, but he has to manage his international star status too. Not just anyone has the right to use him for just anything. ... One hundred years after his birth, the creator of Tintin has become the first comic strip author to be consecrated by a museum of modern art [in Paris]. ... Soon, he will also become the first to be given a museum entirely dedicated to the cult of his work [Brussels, May 2009]. As Hergé had dreamt ..., his little reporter is about to pocket America and defy the success of 'E.T.' or 'The lord of the Rings' [an adaptation is due to be made by the American studio 'Dreamworks']."

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