Background of the Proceedings
The Applicant, part of a globally operating food conglomerate, has been marketing smiley-shaped frozen potato specialties in Germany for more than 25 years. In addition, it is the proprietor of a three-dimensional EU Trade Mark (registration number 001801166) covering “pre-fried potato croquettes and mashed potato products, frozen” (Class 29).
In October 2017, the Respondent exhibited a similar potato product in the form of various smiling faces at the “Anuga” trade fair.
Im Oktober 2017 stellte die Antragsgegnerin auf der Fachmesse „Anuga“ ein ähnliches Kartoffelprodukt in Form verschiedener lächelnder Gesichter aus.
Decision of the Düsseldorf Regional Court
By way of a preliminary injunction dated November 10, 2017, the Düsseldorf Regional Court prohibited the Respondent from offering, promoting, distributing, or otherwise placing these products on the market. In its judgment of January 10, 2024, the Regional Court confirmed that preliminary injunction.
Appeal Proceedings before the Higher Regional Court of Düsseldorf
On December 19, 2024, the 20th Civil Senate of the Higher Regional Court of Düsseldorf dismissed the Respondent’s appeal, thereby affirming the first-instance decision. Presiding Judge at the Higher Regional Court, Erfried Schüttpelz, held that the marketing of smiley-shaped potato products remains prohibited.
Reasoning of the Senate: Relevant Trade Circles Recognize the Unusual Shape as Indicating Origin
According to the Court, the smiley shape is used in the course of trade in a manner that constitutes trade mark use. Given that there are few providers of facially shaped frozen potato products on the market, the relevant trade circles perceive this distinctive shape as an indication of commercial origin. In particular, commercial customers familiar with the market—such as buyers for fast food chains or canteens—associate the smiley shape with the Applicant.
The fact that the Respondent’s products feature its own word/picture mark does not change this conclusion. Furthermore, there is a likelihood of confusion, as the products are offered in the same category of goods, the smiley shape has average distinctiveness, and the overall similarity between the signs is high.
Die Kennzeichnung der Produkte der Antragsgegnerin mit einer Wort-/Bildmarke ändert daran nichts. Zudem liege eine Verwechslungsgefahr vor, da die Produkte in derselben Warenklasse angeboten werden, die Smiley-Form über eine durchschnittliche Kennzeichnungskraft verfügt und eine erhebliche Ähnlichkeit zwischen den Zeichen besteht.
Final Decision
By rejecting the Respondent’s appeal, the judgment is now final. The Respondent remains prohibited from marketing smiley-shaped potato products.
Source: Press Release of the Higher Regional Court of Düsseldorf dated December 19, 2024*