• Sweden's news in English

Star Wars director loses Sweden 'droid battle'

11 Jul 2012, 10:27

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

Facebook Twitter Google+ reddit

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".

Story continues below…

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

Facebook Twitter Google+ reddit

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
Trollhättan remembers school attack victims
'It was an attack on all of Sweden,' Education Minister Gustav Fridolin said. Photo: Thomas Johansson/ TT

Hundreds of people on Saturday turned out for a torchlight procession in the small town of Trollhättan in southwestern Sweden to honour the victims of last year’s deadly school attack there.

Sweden wants emission-free cars in EU by 2030
Photo: Jessica Gow/ TT

Sweden's environment minister on Saturday urged the European Union to ban petrol and diesel-powered vehicles from 2030.

Hundreds protest Swedish asylum laws
Around 1,000 people protested in Stockholm. Photo: Fredrik Persson/ TT

Hundreds of people on Saturday demonstrated in Stockholm and in many other parts of the country to protest Sweden’s tough new laws on asylum-seekers.

Dylan removes Nobel-mention from website
The American musician has more or less responded to the news with silence. Photo: Per Wahlberg

American singer-song writer Bob Dylan has removed any mention of him being named one of this year’s Nobel Prize laureates on his official website.

Refugee crisis
Asylum requests in Sweden down by 70 percent
Sweden's migration minister Morgan Johansson. Photo: Christine Olsson/TT

Sweden received 70 percent fewer requests for asylum in the period between January and September 2016 than it did during the same time last year, the country’s justice and migration minister Morgan Johansson has revealed.

The unique story of Stockholm's floating libraries
The Stockholm archipelago book boat. Photo: Roger Hill.

Writer Roger Hill details his journeys on the boats that carry books over Stockholm's waterways and to its most remote places.

Refugee crisis
Second Stockholm asylum centre fire in a week
The new incident follows a similar fire in Fagersjö last week (pictured). Photo: Johan Nilsson/TT

Police suspect arson in the blaze, as well as a similar incident which occurred last Sunday.

More misery for Ericsson as losses pile up
Ericsson interim CEO Jan Frykhammar presenting its third quarter results. Photo: Claudio Bresciani/TT

The bad news just keeps coming from the Swedish telecoms giant.

Facebook 'sorry' for removing Swedish cancer video
A computer displaying Facebook's landing page. Photo: Christine Olsson/TT

The social media giant had censored a video explaining how women should check for suspicious lumps in their breasts.

Watch this amazing footage of Sweden’s landscapes
A still from the aerial footage of Sweden. Photo: Nate Summer-Cook

The spectacular drone footage captures both Sweden's south and the opposite extreme, thousands of kilometres north.

Sponsored Article
This is Malmö: Football capital of Sweden
Fury at plans that 'threaten the IB's survival' in Sweden
Sponsored Article
Where is the Swedish music industry heading?
Here's where it could snow in central Sweden this weekend
Analysis & Opinion
Are we just going to let half the country die?
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
7 reasons you should join Sweden's 'a-kassa'
Angry elk chases Swede up a lamp post
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
People-watching: October 20th
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Stockholm: creating solutions to global challenges
Swede punches clown that scared his grandmother
Sponsored Article
Swedish for programmers: 'It changed my life'
Fans throw flares and enter pitch in Swedish football riot
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Top 7 tips to help you learn Swedish
Property of the week: Linnéstaden, Gothenburg
Sponsored Article
How to vote absentee from abroad in the US elections
Swedish school to build gender neutral changing room
People-watching: October 14th-16th
Sponsored Article
'There was no future for me in Turkey'
Man in Sweden assaulted by clowns with broken bottle
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Nobel Prize 2016: Literature
Sponsored Article
Stockholm: creating solutions to global challenges
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Record numbers emigrating from Sweden
Sponsored Article
'There was no future for me in Turkey'
People-watching: October 12th
Sponsored Article
Where is the Swedish music industry heading?
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
Sponsored Article
Last chance to vote absentee in the US elections
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
Missing rune stone turns up in Sweden
Nobel Prize 2016: Chemistry
jobs available