Ice Cream Seller’s ‘Scoop’ Trademark Bid Rejected (1)

An Arkansas ice cream store lost its bid to register its mascot’s name, “Scoop,” as a trademark because it didn’t prove that consumers linked the mark with its product.

Yarnell Ice Cream LLC failed to demonstrate that the way it used “Scoop” referenced more than a common unit of measurement for ice cream, the Trademark Trial and Appeal Board said July 8. Yarnell’s evidence also didn’t undermine the notion that consumers would perceive Scoop as a mascot name, not an indication of who was selling the ice cream, it said.

The board made the decision precedential July 10, underscoring the ...