Rubik’s Cube Loses EU Trademark Fight Over Its Shape

Rubik’s Cube, a multicolored three-dimensional puzzle, lost a trademark battle on Thursday after Europe’s top court said its shape was not sufficient to grant it protection against copycats.
The toy, invented in 1974 by Hungarian Erno Rubik, is popular among young and old, with more than 350 million cubes sold worldwide.
British company Seven Towers, which manages Rubik’s Cube intellectual property rights, registered its shape as a three-dimensional EU trademark with the European Union Intellectual Property Office (EUIPO) in 1999.

But German toy maker Simba Toys challenged the trademark protection in 2006, saying that the cube’s rotating capability should be protected by a patent and not a trademark. 
Patents allow inventors to block rivals from making commercial use of their inventions without their approval for a certain period of time while trademarks give intellectual property owners’ an exclusive and perpetual right to their designs, logos, phrases or words as long as they use them.
The German company took its case to the Luxembourg-based European Union Court of Justice (ECJ) after EUIPO and a lower EU court dismissed its lawsuit.
ECJ judges agreed with Simba Toys’ arguments. Their decision is final and cannot be appealed.
“In examining whether registration ought to be refused on the ground that shape involved a technical solution, EUIPO and the General Court should also have taken into account non-visible functional elements represented by that shape, such as its rotating capability,” they said.
EUIPO will now have to issue a new decision based on the ECJ judgment.
3-D objects
Apart from logos and brand names, three dimensional (3-D) objects can also be trademarked, such as the design of Nestle’s Perrier bottles or the color of Duracell batteries.
Rubik’s Brand Ltd.’s president David Kremer said he was baffled that the court ruled that functionality or a technical solution is implicit in the trademark.
“This judgment sets a damaging precedent for companies wishing to innovate and create strong brands and distinctive marks within the EU, and is not what European lawmakers intended when they legislated for 3-D trademarks,” he said. 
Litigation over trademarks on three dimensional objects have repeatedly been escalated to Europe’s top court.
Last year, the court ruled that Nestle’s request to trademark the shape of its four-fingered Kit Kat bar in Britain did not comply with EU law, supporting a complaint by rival Mondelez International.
In 2014, however, the court said the layout of a shop such as Apple’s flagship stores may be registered as a trademark under certain conditions.
Lawyer Alex Brodie at London-based Gowling WLG said the Rubik’s Cube ruling could be a wake-up call for toy makers. 
“The greater impact is likely to be on the toy and game industry who will be considering their portfolio of 3-D trademark registrations to assess how viable those registrations are,” she said. 
(The story was refiled to change ‘he’ to ‘she’ in the last paragraph)
(Reporting by Foo Yun Chee and Robert-Jan Bartunek; Editing by Tom Heneghan)

Order a unique copy of this paper
(550 words)

Approximate price: $22

Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Order your essay today and save 25% with the discount code: THANKYOUPlace Order
+