• Sweden edition
 
Star Wars director loses Sweden 'droid battle'

Star Wars director loses Sweden 'droid battle'

Published: 11 Jul 2012 10:27 GMT+02:00
Updated: 11 Jul 2012 10:27 GMT+02:00

Back in early 2011, Stockholm-based digital branding services company Ocean Observations filed forms with Sweden's Patent and Trademark Registration Office (PRV) to register the name "Brandroid".

"The name is a combination of the word 'brand' and 'Android'," Ocean Observations founder Sofia Svanteson told The Local.

She explained the name stemmed from a project the company had been working on for a client based in Japan aimed at designing a more user-friendly interface for devices used on the Android operating system.

A short time later, however, the company received a letter from Lucasfilm expressing concerns about the "Brandroid" trademark.

The Star Wars director's company, which has several trademarks registered in Sweden – including "Droid", "Droids", and "Idroids" referring to "intelligent robots in the six films included in the Star Wars film series", feared that the Ocean Observations trademark could cause confusion among consumers.

Lucasfilm claimed that its trademark was "included in its entirety in BRANDROID" and that "the trademarks are visually and aurally similar" and therefore interchangeable.

According to Swedish law, a trademark can't be registered if "it is identical with or similar to an older brand trademark for goods or services of the same or a similar type" or if there is a risk they could be confused with one another.

However, when Svanteson received word of the complaint, she and her company simply dismissed it.

"We couldn't imagine that the objection would be taken seriously so we ignored it," she said.

"There are tons of names out there with the word 'droid' in them."

The Swedish patent office agreed with Svanteson's view, finding in a recently filed ruling that Lucasfilm's complaint had no merit.

While PRV admitted that there were similarities between the class of goods and services for which the Lucasfilm and Ocean Observation trademarks had been registered, the agency found there was little chance that consumers would be confused by the two because "BRANDROID" is viewed as a made up word with no connection to the meaning that the term "DROID" has by itself.

Moreover, PRV disputed that "Brandroid" would really be pronounced in a manner that would emphasize "-droid", arguing speakers would likely pronounce it "brand-roid".

Svanteson at Ocean Observations said she was "happy" to hear that the patent agency had rejected Lucasfilm's complaint, but emphasized that her company had never been concerned about it in the first place.

"I'm glad the matter is over, but we were never worried. It felt like the complaint was some sort of automatic response they send out any time someone registered a trademark anywhere with the word 'droid' in it," she told The Local.

David Landes

Follow David Landes on Twitter

Your comments about this article

11:27 July 11, 2012 by LiborPeck
Another example of Americans trying to dictate and push Swedes around. Congratulation Sweden that you are not puppets of other governments. Let's see how the Assange case develops.

Created By

Sarah Ahern

1. The process that has got (Assange) to the position he is in is flawed legally and morally unacceptable.

2. It could easily be argued, from a purely ethical perspective, that his actions serve the greater good of humanity in shedding light on the actions of various governments, principally American, since America is the strongest nation in the world at present.

3. It has not been established that he has violated the laws of America, nor has it been established that he has violated the laws of Sweden.

4. If he had not been silenced in this way, he might well have been turning his attention to human rights abusers in other countries right now.

5. America has been guilty of gross human rights abuses, as we know from Abu Ghraib, but the great virtue of the American political system is that it provides transparency.

6. If Julian Assange is extradited to America by a compliant Sweden, he will not be able to avail himself of the human rights he is entitled to, as someone who has never been proved to have committed a crime in any jurisdiction.

7. Julian Assange must not be sent to rot (and killed) in an American jail.
12:10 July 11, 2012 by Opinionfool
Did LucasFilms go after Google for using Android? No. And just think where did LucasFilms get the word droid from? Any attempt to trademark android or contractions of or derivative from it would be hit by the long established use of the word in English. Oxford English Diction records the first use of the word as being 1728.
13:20 July 11, 2012 by haklotech
This article is factually incorrect. The similarity was about the term ''Battledroid'' which could cause confusion with ''Brandroid''.

I can can see where Lucas and co is coming from.

It was not simply about the word 'droid.'
13:39 July 11, 2012 by Åskar
Yea, both words start with a "b" and end with "-droid". Very confusing.
14:15 July 11, 2012 by Dazzler
#1 STFU about assange for christsake. Way off topic and really...no one that matters cares.
16:51 August 17, 2012 by PatrikF
"Another example of Americans trying to dictate and push Swedes around"

Huh? It's just standard procedure, and anyone in any country would have received the same letter. Talk about being paranoid, and having illusions about Sweden's importance and influence in the world. US simply don't care about Sweden.
Today's headlines
Science
Swedish women in two-year sex pill study
Contraceptive pills have been linked to mood swings. Photo: Shutterstock

Swedish women in two-year sex pill study

Three hundred women from across Sweden are taking part in a study designed to demonstrate that modern contraceptive pills don't lead to decreased libido or mood swings. READ  

National
Stockholm 'sinking' oil spill ship safe
The ship was rescued on Thursday. Photo: Swedish Coast Guard

Stockholm 'sinking' oil spill ship safe

After fears a ship carrying around 52 tonnes of oil could sink in Stockholm's archipelago, Sweden's Coast Guard said the vessel had been towed to safety. READ  

National
Dog attack policewoman acquitted on appeal
A scene from a video of the attack published by Dagens Nyheter

Dog attack policewoman acquitted on appeal

A policewoman accused of letting her dog attack a drunk man while she repeatedly hit him with a baton, has had her conviction overturned by a court in Stockholm. READ  

Entertainment
What's On: October 31st - November 7th
Uma Thurman will soon be on her way to Stockholm. Photo: TT

What's On: October 31st - November 7th

Halloween fun and an international film festival are the big events hitting Stockholm this week. We cast our eye over the capital and the rest of the country for the best activities to check out this week. READ  

International
Pirate Bay Swede found guilty in Denmark
Gottrid Svartholm Warg. File photo: TT

Pirate Bay Swede found guilty in Denmark

Sweden's Pirate Bay Founder Gottrid Svartholm Warg was found guilty of hacking crimes in a Danish court on Thursday. READ  

National
Malmö loses out as rare toads move in
The European green toad. Photo: H. Krisp (WikiCommons)

Malmö loses out as rare toads move in

After a rare species of toad moved into southern Sweden's Malmö, builders have had to tone down massive expansion plans in the area. READ  

Politics
Palestine recognized as state by Sweden
Sweden's Foreign Minister is Margot Wallström. Photo: TT

Palestine recognized as state by Sweden

The Swedish government has officially decided to recognize Palestine, with the move announced in a speech by the country's new Foreign Minister Margot Wallström. READ  

Interview
Stockholm's shocking take on Halloween
For ten days, Globen is transformed into a giant pumpkin. Photo: Shockholm

Stockholm's shocking take on Halloween

American Bill Schacht missed the spooky outfits, family feasts and charity events he associated with Halloween when he moved to Sweden. So he did something about it. The Local meets the founder of the capital's annual Shockholm parade. READ  

Business & Money
Huge losses for energy giant Vattenfall
A Vattenfall plant in Germany. Photo: TT

Huge losses for energy giant Vattenfall

Swedish energy company Vattenfall has reported losses for the third quarter in a row. READ  

International
Malala donates prize winnings to Gaza
Malala receives the Children's Prize from Queen Silvia. Photo: TT

Malala donates prize winnings to Gaza

UPDATED: Girls' rights champion Malala Yousafzai, who was in Sweden to accept the World's Children's Prize on Wednesday, said she would use all her winnings to help rebuild schools in war-ravaged Gaza. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Gallery
People-watching: October 30th
National
Sweden remains fourth best for gender equality
National
Timeline: Julian Assange sex allegations
Sport
World Cup ski race on 'fake' Stockholm slope
Blog updates

29 October

Scariest day (Blogweiser) »

"This is what’s frightening me on Halloween. http://www.youtube.com/watch?v=D4OFZVCu8J0&list=UUJu5J7jG4uoYSjWbpFsJBuQ Follow my posts on FB. ..." READ »

 

24 October

Editor’s blog, October 24th (The Local Sweden) »

"Hi readers, Get ready to read our weekly digest of Swedish news in less than 60 seconds. The..." READ »

 
 
 
Society
An Arctic tradition: hunting and handicraft
Society
Stockholm taxis offer free therapy sessions
National
The Local meets Health Minister Gabriel Wikström
Gallery
Property of the week: Österåker
Society
Homeless turtles get Stockholm police ride
National
Construction worker has 'Sweden's best beard'
National
Italian musician jazzes up Sweden's Lapland
Gallery
Zlatan's career in pictures
Finest.se
Gallery
People-watching: October 25th and 26th
Lifestyle
'Swedes are funnier than they think'
National
Swedish town 'like Venice' after heavy rains
Lifestyle
What's On in Sweden: October 24th - 31st
Gallery
People-watching: October 22nd
Gallery
In Pictures: Prince Carl Philip and Sofia Hellqvist
Lifestyle
Eight things to love about renting a Swedish apartment
National
Vasa ship cannon blasted in Sweden
National
Sub hunt: Day-by-day
National
Sub hunt: Stockholm islanders share their fears with The Local
Sponsored Article
The best options for oversea transfers
National
Dentist gives free care to Roma beggars
Gallery
Property of the week: Malmö
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
TT
Society
QUIZ: How good is your Swedish?
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
Stockholm is 'best' region for well-being
Gallery
People-watching: October 8th
National
Five facts to know about Patrick Modiano
Sponsored Article
How to catch the first lobster of the year
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

1,005
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN