Before his death in 1955, Einstein realized the economic potential inherent in his name and likeness and decided to transfer them to the Hebrew University. However, only in the last ten years has the university begun to formalize these rights and receive income from them
The Hebrew University, the inheritor of all Albert Einstein's intellectual property rights, has earned about 10 million dollars in the last eight years from royalties for using the image and name of the famous scientist for commercial purposes. Her yearly income from these rights varies on average between 1 and 1.5 million dollars. According to the vice president and CEO of the Hebrew University, Moshe Vigdor, the revenues are expected to amount to approximately 2 million dollars in 2005.
Before his death in 1955, Einstein realized the economic potential inherent in his name and likeness and decided to transfer them to the Hebrew University. However, only in the last ten years has the university begun to formalize these rights and receive income from them. The agency from Beverly Hills, which specializes in maintaining rights related to famous dead people, is responsible for collecting information regarding the use of Einstein's likeness and name for commercial purposes, as well as promoting his likeness - according to the university's decision.
The university and the agency examine any proposal to commercialize Einstein's name and likeness, and examine whether it harms his image. Any request to use Einstein's name is subject to the approval of a committee at the university, which includes three senior officials - the CEO, the former president and the legal advisor.
For example, the university rejected a request by the singer Madonna to use the likeness of Einstein in her concert tour in exchange for royalties of thousands of dollars. The reason for rejecting the application: the university decided that the performance did not respect Einstein's image. On the other hand, the university approved director Steven Spielberg to use Einstein's image for a few seconds in his film Artificial Intelligence, for $600.
Last month, the Hebrew University signed a ten-year royalty agreement with a toy company, belonging to the Disney Corporation, for a series of games for children called "Baby Einstein". The agreement will generate $1.5 million in revenue for the university. In 2005, the year in which the world will celebrate the 100th anniversary of the "Wonderful Year" and Einstein's famous essay on the theory of general relativity, the university expects an increase in income from his image. Among other things, the German government intends to issue stamps and coins in the amount of 10 euros with Einstein's image and is negotiating with the university about the amount of the payment.
Another company that has previously paid large sums for the use of Einstein's name and likeness is Pepsi, which used the likeness in its video. A large alcoholic beverage manufacturer that asked to release a brand of vodka under the name "Einstein" was rejected by the university even though it offered high sums for the use of the name. According to Vigdor, the university even filed a lawsuit for using a name that did not receive approval, and sued an American bagels chain called "Einstein Bagels" after the owner's name, Einstein. In Israel, a printer company was sued for using his name without permission.
In return for the royalties it receives, the university manages activities related to the preservation and advancement of Einstein's legacy. This is how the university established the Albert Einstein Archive, where most of his working papers, research works - including an original manuscript of relativity and quantum theory - are kept, as well as the certificate of the Nobel Prize in Physics he received in 1921, which contains the famous formula of the theory of relativity. Also, his personal belongings, such as a cloak, glasses and private letters, are kept in the archive.
In addition, the university inherited from Einstein's daughters his summer house in Germany, where it plans to hold prestigious scientific meetings. The house, located in the town of Caput near Potsdam, is currently being renovated with funding from the German government.
"The rights to commercial use of Einstein's name and likeness belong to the university forever and there is an increase in awareness of rights in this area," says Vigdor. "Today we would also claim the use of the advertisement 'The Einstein of Japan', which we did not claim before. I assume that in the coming years we will see an increase in the amount of the university's income from 2-1 million dollars to five million dollars a year."
Einstein: Pepsi and Disney yes, vodka and Madonna no
* The Hebrew University rejected Madonna's request to use Einstein's likeness in her concert tour
* Steven Spielberg used Einstein's character in the movie "Artificial Intelligence" - for $600
* The University has signed an agreement with Disney, for a series of games for children called "Baby Einstein" that will generate revenues of 1.5 million dinars
* Another company that previously paid large sums for the use of Einstein's name and likeness is Pepsi, which used him in its video
* A large alcoholic beverage manufacturer that wanted to release a brand of vodka under the name "Einstein" was rejected by the university
