Trademark Screw-Ups of the Month

Coachella Suing Urban Outfitters For Trademark Infringement: Should be a slam dunk given that Coachella Music Festival, LLC owns several registered trademarks covering among other things, t-shirts, tank tops, long-sleeved shirts, and other clothing.

Peaches Monroee Seeks Trademark For Viral Phrase ‘On Fleek’: While she is thinking of trademarking the phrase, there are already 13 applications and two registrations that have something to do with "ON FLEEK", including someone else's ON FLEEK trademark for eyebrow cosmetics registered in April of 2016. With trademarks it's all about timing, timing, timing...

Toy giant Hasbro is trying to trademark the smell of Play-Doh: Scents can be trademarked in some jurisdictions but they are considered to be unconventional trademarks. The biggest problem with trademarking scents is being able to properly describe the scent to distinguish it from other smells. Sending the package to USPTO is usually not enough because trademark registration is not done for the sake of the Trademarks Office. The registration should be able to give the public sufficient information as to what they are allowed and what they are not allowed to do with a particular brand. And if it is impossible for the public to know what is protected without having to go out and buy the package from the trademark owner, it would usually not proceed to registration.

Chinese companies are rushing to trademark Ivanka Trump's name: For one trademark application filed in the U.S., there are 10 filed in China. For one trademark filed in Canada, there are 100 filed in China. If you think that you may start selling your products and services in China, you better trademark your brand there—before it gets popular enough to be snatched by someone else.

Bentley Motors Loses Trademark Battle With Bentley Clothing: Bentley Motors realized they wanted to claim ownership of the Bentley brand in association with clothing some 55 years after Bentley Clothing company started selling apparel under Bentley brand. This only demonstrates that you have to be very proactive in figuring out all possible line extensions for your brand and try to secure them sooner rather than later.

Oh The Irony: Chinese Automaker Suing Mercedes For Trademark Violation: It becomes increasingly difficult to find product names that are trademarkable across the world. There'd always be something somewhere that would present a registrability problem. But you would think that the big guys like Mercedes would at least consider the big markets before launching a new brand...

This Brand Is Suing Rihanna for Trademark Infringement: Trademarks are all about who uses and protects the brand first. As a company that does a ton of trademark searches for hopeful companies and entrepreneurs who want to secure their trademark rights, we often have to deal with situations when the name is no longer available because someone else had trademarked it first. The fascinating (but oh so understandable) part is that everyone wants to make sure THEIR trademark gives them as broad protection as humanly possible, while on the other hand suggesting that others' trademark rights should be interpreted as narrowly as humanly possible. It doesn't quite work that way.

Lacoste Loses Crocodile Trademark in New Zealand Supreme Court Decision: This case demonstrates how crucial it is to use the trademark as registered. Lacoste lost because they couldn't provide evidence of using their logo with the word Crocodile on it. As a result, this trademark was cancelled for non-use, clearing the way for their competitor.