I ♡ Trademarks NewsletterIssue #487
Bri Van Til | July 14, 2026
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Might Makes Rights
Both this article and this article discuss the backlash small business owner Allie Mitrovitch is facing for registering and trying to enforce her HOT GIRLS READ trademark. The backlash was so fierce that four months after registration, the mark is cancelled.
The Louis Vuitton case we discussed in last week’s issue is the latest such case to “test public sympathy.”
Buc-ee’s is pretty aggressive for a beaver. Dam. They seem to be going after a moose now. That after having fought chickens, dogs, a koala, and more. This kind of strategy can be risky, though.
I’ll Teach You a Thing or Two
The success of a registration or renewal can absolutely hinge on the correctness of a specimen of use. Sign up for this webinar to learn more about how to ensure your specimens are spectacular.
This webinar about TTAB practices and procedures is sure to appeal to you.
I’m excited to announce that Wendi Uzar will be presenting this year’s now-famous end-of-year recap webinar detailing the most important trademark headlines from 2026. Sign up so you don’t miss out.
Get the paralegals and other administrators on your team registered for the TMAE Summit. There are only about a dozen early-bird tickets remaining, so buy one today. Use the code “newsletter” (all lowercase) for a discount.
Platform Shoos (People Away)
If you missed our webinar last week about platforms’ liability for IP infringement, check out the recording here.
Temu is working to expand its IP protections and has significantly increased the rate at which it proactively removes infringing content.
What do you do when your publishing company files a DMCA request to take down your content?
Professional Concerns
TGI Sport—do they serve fancy cocktails?—is looking for senior legal counsel.
Make the World Pay you a nice salary and benefits to be senior IP counsel for this payment platform.
A job as an IP analyst? I’ll Take-Two. Oh wait, I don’t want to be greedy. Just one is enough.
You should apply for this advertising tech counsel position at Netflix. I’m pretty sure it’s your stream job.
In my best Tom Hanks voice: “Wilson!” Sonsini is hiring a trademark paralegal.
Oreo going to apply for this IP paralegal gig at Ritzy snack producer Mondelēz International?
Have an open role on your team? Email us at [email protected], and we’ll try to get it in our next newsletter!
Odds & Ends
We know there can be a lot of overlap between domain issues and trademark issues, and this Bearfoot case seems to toe the line.
I thought I’d share that Authentic Brands Group is acquiring the Care Bears’ IP. Does that cheer you up? Does it bring some funshine into your life?
Trademark applications suggest Coca Cola might be experimenting with a spicy soda, which I’m guessing will be Sprite.
We’re data nerds at Alt Legal, so our Goods & Services Composer tool uses data about what’s successful in existing trademark applications to suggest what your goods & services descriptions should look like. Oh, and it calculates the application costs, too. If this strikes the right chord for you, let’s talk!
The most recent episode of The TMA Talk Show was hosted in collaboration with the ABA and featured a great discussion about how technology is transforming the TMA role. Check it out!
A second-hand guitar store has gotten into a Fender bender. They’re in trouble because they allegedly use terms like STRATOCASTER and TELECASTER to describe non-Fender guitars.