Which 'Jersey Shore' star could actually trademark their name?

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Which 'Jersey Shore' star could actually trademark their name?

Fri Aug 13, 2010 @ 12:08PM PST

By Eriq Gardner

Snooki isn't the only "Jersey Shore" cast member suffering heartbreak at the hands of the U.S. Trademark Office. It turns out that many of the MTV "guidos" have tried — and failed — to get their monikers protected in certain areas. But there's one whose trademark application may ultimately succeed.

Read on to see who that might be:

Snooki-punch-mtv-jersey-shorejpg-1e6fd58f3a3212f7_largeNicole Polizzi has attempted to trademark "Snooki" but her application was rejected for books and other printed matter because of a likelihood of confusion with a cartoon cat called "Snooky." The owner of that mark is a publisher who has a series of books entitled, "Adventures of Snooky." The publisher describes the series this way: "Join Snooky as he makes many new friends searching for his family under the seas. Find out what happens when Snooky's new friends run into danger." But don't cry for Polizzi, her application to use "Snooki" for personal appearances is still on track.

Amd_pauley-d Mike_0644 Paul Delvecchio, Jr. attempted to trademark "DJ Pauly D." His application was rejected because of a likelihood of confusion with a guy who runs a website, DJ Paulie's Worldwide Countdown. The guy who beat him is quite proud of being granted a trademark, proclaiming himself, "The Original and Only DJ Paulie Since 1973."

Mike Sorrentino attempted to trademark "The Situation." His application was rejected because of a likelihood of confusion with a line of footwear sold by retailer Yak Shoes. In response, Sorrentino argued that his "Situation" had developed a secondary meaning that wasn't associated with retail stores. "No evidence has been provided," snorted a trademark examiner in response. "Applicant's bald assertion is unpersuasive." Alas, Sorrentino's application is currently suspended.

The above guidos can still appeal and might be granted limited use of trademarks for entertainment purposes. One cast member, though, could be given much broader rights ...

Jwoww-jenni-farley-jersey-shoreJenni Farley has attempted to trademark "J-WOWW." Her application wasn't granted immediately because of seeming deficiencies in her paperwork. But the trademark examiner couldn't find any conflicting marks in the database of registered and pending marks. The application wasn't granted merely because Farley hadn't shown the applied-for mark "in use in commerce." She'll have a chance to submit items like signs, photographs, brochures, website printouts or ads that show "J-WOWW" being used in an actual sale. Shouldn't be too hard.

Congrats, J-WOWW.

You may have something over Snooki.

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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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