"The Court of Appeal's rejection, in the Elvis Presley Trade Mark Opposition, of a separate 'character right' to fill the gap between the law of copyright and the law of passing-off does not mean that celebrities cannot register their names as trade marks or otherwise prevent the unauthorised trading use of their names and likeness. This article explores what protection is available for real and fictional characters and asks whether English law needs to develop a new form of statutory protection to keep pace with the commercial practices of character merchandising and product endorsement."