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An Overview of Intellectual Property,
Product Safety & Development
Alice Au Amanda Schaffer
Fawn HorvathMarie Camacho
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•Trademarks •Copyrights•Patents•Right of Publicity
Intellectual PropertyIntellectual Property
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What is a trademark?
TRADEMARKTRADEMARK
Any word, name, symbol or device used to identify goods or services and
distinguish them from the goods or services of others
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What is the difference between a ® and a ™?
TRADEMARKTRADEMARK
A ® indicates that someone has a federally registered
trademark while a ™ indicates that someone is
claiming common law rights.
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POPULAR TRADEMARKSPOPULAR TRADEMARKS
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• Sound ?
What Else Can Function As a What Else Can Function As a Trademark?Trademark?
-Brown for shipping
• Color ?
• MotionMGM Lion
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COUNTERFEIT (a/k/a “Passing Off”)
TRADEMARK TRADEMARK INFRINGEMENT INFRINGEMENT
“FOUIS VUITTON”
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• Test for infringement = is there a likelihood of confusion as to the source of the goods or services
• Actual confusion not required
TRADEMARK TRADEMARK INFRINGEMENT INFRINGEMENT
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TRADEMARK TRADEMARK INFRINGEMENT INFRINGEMENT
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• Protects overall graphics and shape of a product or its packaging
• Must be non-functional• Enforced like any other trademark• Examples: Coca-Cola bottle, Keds
shoes (blue rectangle on shoe heel), Bloomingdale’s bags
TRADE DRESSTRADE DRESS
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• Automatic right in original designs and creations put in tangible form (notice (©) is optional)
• Steps to establish a copyright:• Create and fix an original work• Publish/distribute/offer for sale to
the public
COPYRIGHT COPYRIGHT
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What Does Copyright What Does Copyright Cover? Cover?
•Music•Photographs•Writing
•Graphics
•Characters
•Icons
•Paintings
•Film
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What Does Copyright What Does Copyright Cover? Cover?
•Not Protected:- Ideas-Shapes and Functional Features of Apparel
•Protected: Expression
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•Substantial Similarity
- To an ordinary person- Based on overall impression
(not number of changes)
COPYRIGHT COPYRIGHT INFRINGEMENTINFRINGEMENT
What is the test for infringement?•Idea vs. Expression
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PATENTSPATENTS
Utility: process, machine, manufactured item, etc.Business Method•Typically last 20 years
Design: ornamental shape of useful item•Last only14 years
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A license is a contract permitting the use of
someone else’s intellectual property.
LICENSINGLICENSING
What is a License?
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• Advertising: Film clips, songs, even old commercials (ex: Geico)
• Licensed Merchandise (often animated characters or celebrities) - Hannah Montana lunchbox - Elmo plush toy
• Within other Creative Works - Song or movie clip in movie
When Do You Need A When Do You Need A License?License?
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Right of PublicityRight of Publicity• The Right of Publicity - the right of any individual to
control the commercial use of his/her name, image, likeness or some other aspect of identity, limited under U.S. law by the First Amendment.
– Photos– Voice– Famous quotes
• Right of Publicity is a state law-based right, as opposed to Federal, and can vary significantly from state to state. – Ex: Indiana - 100 years after death and includes
signature, photograph, gestures, distinctive appearances, and mannerisms.
– California Celebrities Rights Act extended the personality rights for a celebrity to 70 years after their death.
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Product DevelopmentProduct Development
• Practical Business Concerns: Who, How, When, How much?
• Product Safety• Other Considerations
– Marketing Claims• “Eco”, “Green”,
“Organic”
– Geo-Political Issues
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PRODUCT SAFETYPRODUCT SAFETY
Who is Involved? What role do they play? •Product Designers & Evaluation Teams: must develop safe products and conduct product safety testing.
•Suppliers and Vendors: must comply with all laws and our contract requirements.
•Marketing and Advertising Team: must design packaging with the appropriate use, care, and safety warnings.
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• Small Parts• Lead in Paint• Lead in Substrates
Children’s Toys: Highly Children’s Toys: Highly RegulatedRegulated
Key Toy Safety Standards:
Federal, Industry Standards, State Laws• Consumer Product Safety Improvement Act of 2008 (CPSIA)• ASTM F963 Toy Safety Standard • State & Local Regulations
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Product Safety: Small Parts in Product Safety: Small Parts in ToysToys
Small Parts Standard
•The Small Parts Tube
•Created to Prevent Choking Hazards – Under 3 yrs of age
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Product Safety: Lead in Kids’ Product Safety: Lead in Kids’ ProductsProducts
Lead In Paint & In Substrate
• Paint Standard – 90 ppm paint on products used by children.• Substrate Standard – 100 ppm• Does not cover appliances, household products.• Can cause stunted brain development in young children.• Hand to mouth exposure.
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If a product fails a CPSC Regulation, the product is illegal and must be recalled.
Product RecallsProduct Recalls
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• Why Make That Marketing Claim?
– “100% organic cotton, earth friendly”– “Lose 20 lbs in 10 days!”– “Remove all wrinkles in 30 days”– “4 out of 5 doctors approve”
• Does It Really Do That?• What’s the Proof? Is it true?• Testing and Certification
Requirements– Show Me The Evidence.– Challenge the Four Corners of
the Document.
Product Development: Testing & Product Development: Testing & CertificationCertification
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Product Development: Geo-Politics & Product Development: Geo-Politics & SourcingSourcing
US Trade Embargos:
• Cuba• Iran• Myanmar (Burma)• North Korea• Sudan• Syria
Laws Affecting International Commerce:•LACEY Act•Dodd Frank Act & Conflict Minerals
– Tungsten, Tin, Tantalum, & Gold
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We hope you enjoyed this overview of Intellectual
Property, Product Safety and Development.
Feel free to ask any questions!
THANK YOU!THANK YOU!