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March 18 — The registration of “Jaws” as a trademark for cooking videos was rejected because it could be confused with the 1975 shark-attack blockbuster and its sequels, the Trademark Trial and Appeal Board ruled March 18.
New York-based Aaron Isaacson—who bills himself as “Mr. Recipe” and “Spice Guru to the Chefs”—applied to register “Jaws” and “Jaws Devour Your Hunger” as trademarks for cooking-related online videos.
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A trademark examiner rejected the applications after finding that they created a likelihood of confusion with the “Jaws” trademark registration issued in 1999 to Universal City Studios Inc. for “video recordings in all formats all featuring motion pictures.”
Isaacson's company, Mr. Recipe LLC, already holds U.S. trademark registrations for “Mr. Recipe” for online food-related videos. Isaacson has a YouTube channel where he posts cooking videos. Also for sale are “Mr. Recipe” spices and spice blends featuring a logo of a chef with a distinctive waxed-and-curled mustache like the one Isaacson himself sports, and “Cookmark” recipe cards.
The Universal trademark originates in the 1975 release of “Jaws,” directed by Steven Spielberg, considered the originator of the summer blockbuster film release. It is the precursor to three movie sequels, a merchandising empire and numerous copycats.
The board's ruling was issued by Administrative Trademark Judge Marc A. Bergsman and joined by Judges T. Jeffrey Quinn and Karen Kuhlke.
Mr. Recipe LLC was represented by Cadwalader, Wickersham & Taft LLP, New York.
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