During the holiday season, everyone was nice to each other and thankful that the Mayan gods did not destroy the world. Despite all of these tidings of peace on Earth, a war officially broke out between the St. Louis Cardinals and a company called PBR Industries. This war is not over land (or anything most people would consider important). Rather, it's over a piece of intellectual property allegedly prized by both companies: the Rally Squirrel.
While there was saber rattling on this issue this summer, it laid dormant for months. But on December 27, the Cardinals launched a late Christmas present at PBR -- an opposition action to wipe PBR's "RALLY SQUIRREL" trademark application from existence.
It's technically the Birds vs. the Rally Squirrel.
For a quick recap (since you've likely intentionally forgotten), during a 2011 MLB playoff game between the Cardinals and the Phillies, a squirrel darted across home plate while Skip Schumacher was at bat. The squirrel was anointed the "Rally Squirrel," and inexplicably became a sensation with Cardinals fans, the team and the media.
Rally Squirrel mania was so contagious it also inspired trading cards that notably lacked the phrase "Rally Squirrel."
Legal translation: Give it up to Topps for spotting what could be a litigious issue.
The Rally Squirrel mania inspired a company called PBR Industries to file a trademark application for the phrase "Rally Squirrel," although it did not appear that company had any connection to the St. Louis Cardinals. This filing did not make the Cardinals happy and led to its December 27 notice of opposition.
In this document, the Cardinals allege that with its Rally Squirrel application, PBR "was attempting to trade on the valuable goodwill of and its remarkable 2011 season and WORLD SERIES victory."
Legal translation: They're trying to get a free ride on our mark.
This should be a short-lived action. I can't imagine that PBR will be able to show that the phrase RALLY SQUIRREL conjures up images of PBR rather than the Cardinals (which is technically what it would need to do to win). But you never know. It could inspire a Pixar film, War for the Rally Squirrel.
PBR technically has until February 5, 2013, to provide its side of the case, but these dates are always extended. However, it wouldn't shock me if this case wrapped up by then.
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