Opinion ID: 389212
Heading Depth: 2
Heading Rank: 1

Heading: Anti-Dilution Statute

Text: 31 Toho argues that it has a cause of action under the California anti-dilution statute, which provides: 32 Likelihood of injury to business reputation or of dilution of the distinctive quality of a mark registered under this chapter, or a mark valid at common law, or a trade name valid at common law, shall be a ground for injunctive relief notwithstanding the absence of competition between the parties or the absence of confusion as to the source of goods or services. 33 Cal.Bus. & Prof.Code § 14330 (West Supp.1980). The dilution doctrine has been described as granting protection to strong, well recognized marks even in the absence of a likelihood of confusion, if defendant's use is such as to tarnish, degrade or dilute the distinctive quality of the mark. 2 J. T. McCarthy, Trademarks & Unfair Competition § 24.13, at 155 (1973). The focus is on damage to the mark's inherent value as a symbol, rather than on whether consumers have been misled as to origin or sponsorship. 34 We have regarded the antidilution doctrine with some concern  'lest it swallow up all competition in the claim of protection against trade name infringement,'  Carter-Wallace, Inc. v. Procter & Gamble Co., 434 F.2d 794, 803 n.3 (9th Cir. 1970) (quoting Coffee Dan's, Inc. v. Coffee Don's Charcoal Broiler, 305 F.Supp. 1210, 1217 n.13 (N.D.Cal.1969)); HMH Publishing Co. v. Lambert, 482 F.2d 595, 599 & n.8 (9th Cir. 1973) (same). 35 Sears' use of Bagzilla has not impaired the effectiveness of the name and image of Godzilla. Cf. Tiffany & Co. v. Boston Club, Inc., 231 F.Supp. 836, 844 (D.Mass.1964) (appropriation of the name Tiffany for a Boston restaurant). Neither does Sears' use of the reptilian monster character on its garbage bag packages link Godzilla with something unsavory or degrading, as occurred in Coca-Cola Co. v. Gemini Rising, Inc., 346 F.Supp. 1183, 1191-92 (E.D.N.Y.1972) (court found dilution under a similar statute in defendant's sale of Enjoy Cocaine posters in a script and color similar to that of the Coco-Cola mark). See also Dallas Cowboys, 604 F.2d at 202-03 (2d Cir. 1979). We therefore reject Toho's allegation of dilution.