Table of Contents

Trademark Law and Theory

Trademark Law and Theory

A Handbook of Contemporary Research

Research Handbooks in Intellectual Property series

Edited by Graeme B. Dinwoodie and Mark D. Janis

This important research Handbook brings together a set of illuminating works by the field’s leading scholars to comprise one of the broadest and most far-reaching overviews of trademark law issues. Organized around three areas of inquiry, the book starts by offering a rich variety of methodological perspectives on trademark law. Reflecting the multifaceted nature of contemporary trademarks, contributors have drawn from law and economics, political science, semiotic theory, and history. The Handbook goes on to survey trademark law’s international landscape, addressing indigenous cultural property, human rights issues, the free movement of goods, and the role of substantive harmonization. It concludes with a series of forward-looking perspectives, which focus on trademark law’s intersection with the laws of advertising and free speech, copyright law, cyberspace regulation, and design protection.

Chapter 19: Signs, surfaces, shapes and structures - the protection of product design under trade mark law

Alison Firth

Subjects: law - academic, intellectual property law


18 Of mutant copyrights, mangled trademarks, and Barbie’s beneficence: the influence of copyright on trademark law Jane C. Ginsburg* In Dastar Corp. v Twentieth Century Fox Film Corp.,1 Justice Scalia colorfully warned against resort to trademarks law to achieve protections unattainable by copyright, lest these claims generate “a species of mutant copyright law that limits the public’s ‘federal right to “copy and to use,”’ expired copyrights.”2 The facts of that controversy, in which the claimant appeared to be invoking time-unlimited trademark protection to end-run the exhausted (unrenewed) copyright term in a motion picture, justified the apprehension that unbridled trademark rights might stomp, Godzilla-like, over more docile copyright prerogatives. Unfortunately, in the Court’s eagerness to forestall Darwinian disaster in intellectual property regimes, it may have engaged in some unnatural selection of its own, mangling trademark policies in the process of conserving copyright. This chapter will first consider how the (mis)application of copyright precepts has distorted trademarks law, then will take up happier examples of beneficent copyright influence. The first inquiry charts the near-demise of moral rights at the hands of copyright-(mis)informed trademark analysis. The second lauds the growing acceptance of copyrightinspired free speech limitations on trademark protection, exemplified by the various “Barbie” cases,3 and culminating in the “fair use” exemptions of the Trademark Dilution Revision Act of 2006. * Morton L. Janklow Professor of Literary and Artistic Property Law, Columbia University School of Law. Thanks to Prof. Greg Lastowka, and for research assistance to Zahr...

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