Dalle figurine cartonate collezionabili alle moderne trading cards: le cromolitografie pubblicitarie tra arte, economia e diritto

This paper deal with the historical-juridical profiles related to the diffusion of the ancient collectible cards (chromos), ancestor of the modern trading cards. Used from the second half of the Nineteenth Century, collectible cards became a "revolutionary" marketing and consumer loyalty tool, so much to force the Legislator, in particular the Italian one, to take action. The purpose of the essay is to reflect on the issues raised by this small "artistic" object, between the Nineteenth and Twentieth Centuries, such as, for example, copyright, the right of collectors to the prize, unfair competition practices harmful to "modern consumers" and to the market.