Taylor Swift’s business arm, TAS Rights Management LLC, has formally requested that the U.S. Patent and Trademark Office refuse a federal trademark registration sought by bedding manufacturer Cathay Home Inc. The challenge, filed on Wednesday, centers on Cathay’s proposed use of the phrase "Swift Home" and a cursive rendition of "Swift" in the company’s logo.
In the filing, TAS Rights Management argues that the cursive styling of "Swift" in Cathay’s mark bears a close resemblance to the singer’s own trademarked signature. The filing contends this similarity would likely create confusion among consumers, who might infer an endorsement or affiliation between the entertainer and the bedding brand.
Cathay Home applied last year to secure a federal trademark for "Swift Home" that would cover a range of bedding items, including pillows, mattresses and sheets. Cathay’s website lists retailers where its products are sold, naming Bed Bath & Beyond, Target and Nordstrom among others.
The filing from TAS Rights Management notes that the singer already holds federal trademarks that protect the use of her name on bed linens, clothing and various other goods. The company’s position is that Cathay’s proposed trademark conflicts with those existing registrations and risks confusing shoppers.
Attorneys and spokespeople for both Taylor Swift and Cathay Home did not immediately provide comment in response to requests related to the filing.
Josh Gerben, a trademark attorney who first reported the filing and who is not representing either party, said the artist has not pursued as many trademark oppositions as might be expected for someone with an extensive interest in intellectual property. He suggested the similarity between Cathay’s logo and the singer’s signature could have prompted the challenge.
"Normally, somebody that has as much invested in IP as Taylor does, we would see more activity at the Trademark Office," Gerben said. "There just hasn’t been this really strong enforcement or policing effort around 'Swift.'"
The filing puts a spotlight on an intellectual property dispute with potential retail implications, as the contested mark is intended for consumer bedding sold through national retailers. The challenge will proceed through the trademark office process, where the agency will evaluate whether consumer confusion is likely given the existing federal registrations held by TAS Rights Management.
Key points
- TAS Rights Management filed an opposition with the U.S. Patent and Trademark Office on Wednesday seeking to block Cathay Home’s registration of "Swift Home."
- The filing argues Cathay’s cursive "Swift" logo closely resembles the singer’s trademarked signature and would likely mislead consumers into believing she endorses the products.
- Cathay applied last year to register the trademark for bedding items sold through retailers including Bed Bath & Beyond, Target and Nordstrom.
Risks and uncertainties
- Outcome of the trademark dispute is uncertain - the USPTO will decide whether consumer confusion is likely based on the filings and evidence presented. This affects the trademarks and retail sectors.
- Cathay Home’s distribution through large retailers could complicate the dispute if the office finds overlap with the singer’s existing trademarks, potentially affecting retail shelf branding and licensing deals.