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Registration of the Three-Dimensional Shape of Consumer Products as Trademarks in the EU [IP Corner]

Under current European Union (EU) law, it is possible to register not only traditional marks, such as word and figurative marks, but also nontraditional marks, such as colors and three-dimensional (3-D) shapes. Such a 3-D trademark for the shape of a consumer product constitutes an attractive asset for a manufacturer, since such trademark protection-unlike design or patent protection, for example-is potentially infinite in duration. At the same time, a 3-D trademark provides the manufacturer with a monopoly on such a shape for certain goods, allowing it to effectively prosecute infringements by competitors. This article will provide some basic guidance in light of recent case law of the Court of Justice of the European Union (CJEU) related to the hurdles companies must overcome to register the shapes of their products as 3-D trademarks in the EU.