Hulk Hogan trying to bodyslam 'Hulk' cereal commercial (video)

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Hulk Hogan trying to bodyslam 'Hulk' cereal commercial (video)

Thu May 27, 2010 @ 10:46AM PST

By Eriq Gardner

Hulk-hogan-photo Hulk Hogan is suing over a commercial for Cocoa Pebbles cereal. The Hulkster says Post Foods stole his likeness to depict him suffering humiliating defeat to Bam-Bam of "Flintstones" fame.

Terry Bollea (Hulk's real name) filed the lawsuit in Tampa District Court alleging misappropriation of name and likeness and false endorsement.

In the commercial, a character known as "Hulk Boulder" with long blond hair and a blond Fu Manchu mustache takes part in a "Cocoa Smashdown" against various "Flintstones" characters. He defeats Fred and Barney in the ring, begins to reward himself with a bowl of cereal pulled from his championship belt, but then is ambushed by Bam-Bam. According to the complaint, "Hulk Boulder is shown humiliated and cracked into pieces with broken teeth, with the closing banner 'Little Pieces...BIG TASTE!' "

Hogan points out that he wrestled in the late 1970s as "Hulk Boulder" during his transition from Brutus Beefcake's tag team partner to WWF icon. The complaint lists all sorts of tidbits about his career, such as the fact that he was the most requested celebrity of the 1980s for the Make-a-Wish Foundation and had the single biggest 900 phone number from 1991 to 1993.

Obviously, Hogan's attorney, Joseph Bain, is trying to show his client's celebrity endorsement is worth something, although he left out the part where Hogan extolled his Hulkamaniacs to eat their vitamins every day.

The other thing we find interesting — well, besides the fact that Bam Bam Bigelow is not a party — is that Hogan isn't suing for trademark violations. Does he own the trademark on "Hulk" for wrestling purposes? The best information we can find is that he bought it from Marvel Entertainment a number of years ago and then may have sold the name rights to avoid paying his ex-wife in divorce.

Hopefully, for him, the jury buys that the long blond haired guy in this commercial is the Hulkster.


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The Hollywood Reporter
The Hollywood Reporter, Esq. blog focuses on how the entertainment and media industries are impacted and influenced by the law. It is edited by Matthew Belloni with contributions from veteran legal reporter Eriq Gardner and others. Before joining The Hollywood Reporter, Belloni was a lawyer at an entertainment litigation firm in Los Angeles. He writes a column for THR devoted to entertainment law. Gardner is a New York-based writer and legal journalist. Send tips or comments to Matthew.Belloni@thr.com

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