Opinion ID: 3051169
Heading Depth: 4
Heading Rank: 2

Heading: The amount, volume, and geographic extent of

Text: sales of goods or services offered under the mark. (iii) The extent of actual recognition of the mark. (iv) Whether the mark was registered under the Act of March 3, 1881, or the Act of February 20, 1905, or on the principal register. Id. [9] Here, a reasonable trier of fact could conclude that the HOT WHEELS mark is famous: it has been in use for over thirty-seven years; 350 million dollars have been expended in advertising the mark; three billion HOT WHEELS units have been sold since the inception of the mark; and HOT WHEELS are sold in all fifty states and throughout the world. [10] A reasonable trier of fact could also conclude that Jada began using its mark after HOT WHEELS became famous. The HOT WHEELS mark has been in use since 1968, but it was only in 2001 that Jada began to employ the use of HOT RIGZ. Thus, the HOT WHEELS mark had been acquiring recognition for over thirty years before HOT RIGZ entered the market. [11] The federal dilution statute also requires a showing of likelihood of dilution either by blurring or by tarnishment. 15 1576 JADA TOYS v. MATTEL U.S.C. § 1125(c)(1). Where, as here, a plaintiff’s claim is based on a dilution by blurring theory, the question is whether the “association arising from the similarity between a mark or trade name and a famous mark . . . impairs the distinctiveness of the famous mark.” Id. § 1125(c)(2)(B). A court may consider all relevant factors in making this determination, including the six identified by the statute: (i) The degree of similarity between the mark or trade name and the famous mark. (ii) The degree of inherent or acquired distinctiveness of the famous mark.