Monster Energy Blocks ‘Ice Monster’ Dessert Shop Trademark

Monster Energy Co.'s trademark covering restaurants—used only on an in-house employee cafeteria—suffices to block registration of a dessert shop’s “Ice Monster” trademark, an administrative tribunal said.

Chun Hua Lo failed to separate the design mark in his “Ice Monster” application that covered restaurants from a “Monster Energy” word mark, the US Trademark Trial and Appeal Board ruled in a Tuesday precedential ruling. “Monster” was the dominant aspect of both marks, and consumers would likely be confused into thinking two “Monster” restaurants were affiliated, the board said as it resolved the 2015 opposition.

The ruling’s likelihood of confusion analysis focused on ...