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Swedish firms rush to cash in on 'Estelle'

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Swedish firms rush to cash in on 'Estelle'
14:09 CET+01:00
Companies around Sweden have taken the opportunity to make a quick buck by using Princess Estelle's name in their trademark applications.

After the name of Sweden's newest princess was announced on February 24th, a handful of companies jumped at the opportunity to be associated with the heir to the Swedish throne.

“One can assume that this has something to do with the Princess's birth,” said Stina Lilka of the Swedish Patent and Registration Board (Patent- och registreringsverket – PRV) to the TT news agency.

One example of a patent name, “Estelle of Sweden”, has been registered for products related to make-up, clothes, cutlery, and even textiles, according to a statement from PRV.

Other Swedish companies have applied for patents on items such as drinks and homewares that will be linked to Princess Estelle.

The businesses that have applied for patents are from Stockholm, Malmö, Eskilstuna, Falkenberg, and Huddinge.

But the increased interest in "name" branded items hasn't stopped at Estelle.

One online seller of home furnishings and tableware, based in Malmö, even went as far as registering products with 16 different names – all of which related to female members of the Swedish Royal Family.

These included, among others, Alice, Astrid, Christina, Désirée, Eleonora, Ingrid, Märta, Lilian, Lovisa, Margaretha, Sophia and Ulrika.

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