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An image of Sam with David Tree was used as cover art on a fundraising CD, Bushfire Aid, to which 35 national and international artists donated songs. All proceeds were donated to the Salvation Army Bushfire Appeal. A total of A$300,000 was also raised for the Country Fire Authority and other charities through selling photographs of Sam's rescue.
In February 2009, an application was made to register the words "Sam the Koala" as a trademark for chocolates and in August 2009 media reported a dispute.
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“A parent who from his own childhood experience is convinced of the value of fairy tales will have no difficulty in answering his child’s questions; but an adult who thinks these tales are only a bunch of lies had better not try telling them; he won’t be able to related them in a way which would enrich the child’s life.”
—Bruno Bettelheim (20th century)
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