Toyota, Jetstar in star-jumps war

[Hvr]

In the high-stakes world of branding, it seems there is a big difference between star jumps.


A long-running dispute between Qantas’ budget offshoot, Jetstar, and Toyota is now focused on who can prove they should own the right to trademark figures of star jumps with straight legs.


While Jetstar is kicking up its heels about straight-legged star jumps, it has not got in the way of Toyota successfully registering several versions of star jumps with knees bent.


A Jetstar spokeswoman said it wanted to trademark the straight-legged star jumps.

The Japanese car maker has used jumps in ads featuring its ‘‘Oh, What a Feeling!’’ slogan for about 30 years.




In a bid to protect its branding, Toyota began lodging applications early last year to trademark star jumps. So far, Toyota has successfully registered 18 versions of star jumps as trademarks but it has run into opposition from Jetstar to 12 applications because they feature straight-legged jumps.

Read more: Jetstar, Toyota fight over star jumps

Who knew such branding would be so technically focussed? Nor are the products even similar.

Still it keeps lawyers off the street.

 

[oz_mark]

Wow, is this still going on....

From 6 years ago: Oh, what feelings run high in defence of brands - National - theage.com.au

 

[samh004]

If Toyota has been using them for 30 years, they win.

[-]Reminds me of when Jetstar launched and they chose a name that was already a website for a fictional airline and muscled them out. Granted, they've done a lot with star jumps, but I'm not sure the need to stop another company who has been using them longer from using them at all. I'm not confused between a Toyota and travelling with Jetstar.[/-]

Just read it's the other way around, Jetstar is being sued, serves them right for reasons above.

 

[The Rok]

Don't see how you can copyright a jump, that seems ridiculous.

 

[Mal]

Don't see how you can copyright a jump, that seems ridiculous.

More or less rediculous than colours, smells and similar... ?

 

[erkpod]

Look out NSW Government! JQ & Tennis Australia could be coming after you!

If Cadbury can complain about someone else using "their" purple...

 

[drewbles]

Every Toyota "jump" I recall seeing on TV ads was a guy or girl jumping, putting arms up in the air and folding their feet up towards their backside. That is *not* a star jump.

And JQ:

Toyota seem to be desperate for cash it appears!

 

[Hvr]

Is this what Toyota will be saying if they lose?

toyota hilux Bugger advert - YouTube

 

[under the radar]

the japanese seem to 'differently interpret' their actions on other issues as well..

 

[Hvr]

the japanese seem to 'differently interpret' their actions on other issues as well..

That could be construed as you 'whaling' on them.