Law of Cards: Upper Deck Goes Auto-Mat-Ic - UPDATE

Law of Cards: Upper Deck Goes Auto-Mat-Ic – UPDATE

I search the Trademark Office website every once in awhile to see what new products the trading card industry might be launching. Today, I found this:

Word Mark:AUTO MAT IC
Goods and Services: IC 016. US 002 005 022 023 029 037 038 050. G & S: autographed framing mats. FIRST USE: 20120702. FIRST USE IN COMMERCE: 20120702
Mark Drawing Code: (0) UNKNOWN
Serial Number: 85761791
Filing Date: October 24, 2012
Current Basis: 1A
Original Filing Basis: 1A
Owner: (APPLICANT) The Upper Deck Company, Inc. CORPORATION CALIFORNIA 2251 Rutherford Road Carlsbad CALIFORNIA 92008
Attorney of Record: Pollie Gautsch, Esq
Description of Mark: The mark consists of The words AUTO MAT IC with bullets between the words.
Type of Mark: TRADEMARK
Register: PRINCIPAL
Live/Dead Indicator: LIVE

Get it? Auto = autographed. Mat = framing mat. Ic = Icky. Not sure UD intended that last one.

With its filing, Upper Deck included a specimen of how the mark was used in commerce.

Legal translation: “Hey Trademark Office…here’s how we think the product is going to look. Cool, huh?”

For those interested in a sneak peak, here’s what the Auto Mat Ic product could look like:

UPDATE: Added image to accompany story.

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Paul Lesko is a shareholder at Simmons Hanly Conroy and the chair of its Intellectual Property Department (http://www.simmonsfirm.com). Don’t hold the fact that Paul is a lawyer against him, he’s also a rabid baseball and college basketball fan, and an avid baseball card collector. Paul can be found on Twitter @Paul_Lesko and Google+.

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