Trademark News & Screw-ups General Mills loses bid to trademark yellow color on Cheerios box

What can I say, it was definitely something worth trying. The possible reward would have been the ability to spot all competitors from placing their cereals in yellow boxes. The risk was losing a couple of thousand dollars in USPTO fees and legal representation. The best part for General Mills is that they didn't lose their main brand. All they did is they happened to broaden their trademark portfolio by adding another trademark application. It didn't go through. But all their other brands are still intact.

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