Trademark News & Screw-ups New Zealand to destroy 108 boxes of imported Brit Weetabix amid trademark war with rival Kiwi brand

That's precisely the function of trademarks. A trademark does not give you the power to stop others from selling their products. But it does give you the power to stop others from selling their products under a brand that is too close to yours. Aside from the issue of destroying the boxes of cereal with past-due date, the court found that as long as the confusingly similar label is covered up, Little Bit of Britain's owner can import and sell the cereal. Since the owner of the British brand hadn't bothered to trademark it in New Zealand, they shouldn't expect a separate jurisdiction to do them any favors. The lesson here is that you need to be very strategic about choosing markets that are important enough for you and trademarking your brand there.

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