Friday, March 07, 2008

Interactive Trademarks 2.0

Interactive Trademarks 2.0:
Selection, Clearance & Registration
By William E. Maguire

Interactive Trademarks and the corresponding jargon have evolved significantly since the 1990s. Consider such terms as "edutainment" or "superhighway" which were once in vogue. Today's buzz words now include "Web 2.0," "shopcasting," "wiki," and "mobile tv," among many others.

The purpose of this article is to introduce the reader to the fundamental aspects of trademark law, particularly with respect to such well known interactive trademarks as SONY, NINTENDO, EA SPORTS, and EIDOS. Each of these marks readily identify the products that have made them well known. Yet, these types of interactive trademarks are also merchandised for ancillary products such as t-shirts, hats, gear bags, comic books, posters, among other products. In addition, these marks can be spun off as feature films or animated cartoon series which may in turn be registrable as service marks.

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