Court Opinion

ID: 9640051
Source: CourtListenerOpinion
Date Created: 2023-08-22 16:56:15.289016+00
Date Added: 2024-06-11T18:10:25.788231
License: Public Domain

CLARK, Circuit Judge
(dissenting).
Judge Swan’s arguments for affirmance are persuasively stated, and I should feel that I ought to shroud my doubts in silence but for one circumstance not appraised in his opinion. That is the effect of the new Lanham Trade-Mark Act upon the plaintiff’s case. Though only recently effective, we are certainly authorized to apply it at least prospectively, by its explicit terms. § 47(b), 15 U.S.C.A. § 1051 note. Since the plaintiff asks for reversal only to secure an injunction and prevent future infringement, I think we should review the situation in the light of this Act. It cannot be uniquely helpful to the defendant here (in its general broadening of remedies) ; on the contrary, it is clearly plaintiffs’ legislation, beyond what is, I believe, yet judicially realized, even if not quite so much so as the already voluminous literature assumes. Thus it broadens the area of registrable trademarks, the protection accorded such marks, and the general remedies for false description or representation of goods. §§ 2, 32(1), 43(a), 15 U.S.C.A. §§ 1052, 1114(1), 1125(a);1 cf. LaTouraine Coffee Co. v. Lorraine Coffee Co., 2 Cir., 157 F.2d 115, 118, 119, certiorari denied 329 U.S. 771, 67 S.Ct. 189; California Apparel Creators v. Wieder of California, Inc., 2 Cir., 162 F.2d 893, 900, 901, certiorari denied 332 U.S. 816, 68 S.Ct. 156. And it is a more recent and immediately direct expression of legislative concern for this species of property than we have had as to patents, to which analogy is sometimes asserted. Moreover, it seems obvious that in the case of a trade name-there is nothing like the same opportunity for burdensome monopoly and restriction on scientific advances which experience has shown to exist in the grant of a patent. The resources of the English language are such that a defendant may be required without undue hardship to choose his own formula or slogan to exploit without riding upon the successful advertising of another. Hence, however allergic we may be personally to the flamboyance of American advertising, I can see no escape from our duty to carry out the legislative intent.
The approach to this case, in my view, should be to regard it, as stated in Gannert v. Rupert, 2 Cir., 127 F. 962, 963, as “a trade-mark case pure and simple,” and “not a case of unfair competition,” so that “with this distinction in mind it is obvious that many of the propositions argued by the defendant are irrelevant.” Of course, once secondary meaning and unfair competition are proven in a case, the net results are in substance the same as upon proof of infringement of a valid trade-mark. But in the latter case the road is somewhat more direct; plaintiff need show only the defendant’s confusing use, without proof of damage or other unfairness than the use, and our duty to review is clear. Soy Food Mills v. Pillsbury Mills, 7 Cir., 161.F.2d 22, certiorari denied 332 U.S. 766, 68 S.Ct. 73; LaTouraine Coffee Co. v. Lorraine Coffee Co., supra; cf. Magazine Publishers v. Ziff-Davis Pub. Co., 2 Cir., 147 F.2d 182, 185. I do not believe there can be doubt that this ancient trade name, originated by plaintiff’s predecessor in 1879, was a valid trade-mark when registered in 1915 or renewed in 1935. Its dominating adjective is a fanciful word, originally from the mind of Jonathan Swift, *379but given a new fanciful twist by plaintiff,2 who also added to it a noun with exotic connotations to form a combination suggesting an original place and method of vending children’s clothes. And we are intérested only in the combination (not in the use of the separate words) ; for that was the registered trade-mark, as well as the trade name. It was afforded protection in Ball v. Broadway Bazaar, 194 N.Y. 429, 87 N.E. 674, and Ball v. Best, C.C.N.D.Ill., 135 F. 434. Such registration I think valid even without resort to the new law, § 46(b), or to the “ten-year proviso” of the old law or its modern five-year substitute. § 2(f).3
Of course we still must determine whether or not defendant’s use is likely to cause confusion or mistake. I do not know by how much the new Act must be considered to have extended protection to trade-marks generally; I think, however, that this trademark should have been accorded protection here even under the old law. Defendant has appropriated its dominant and eye-catching part, Queen Mfg. Co. v. Isaac Ginsberg & Bros., 8 Cir., 25 F.2d 284; Huntington Laboratories v. Onyx Oil & Chemical Co., Cust. & Pat.App., 165 F.2d 454, and for the rest has substituted a synonym arrestingly fashioned. One could hardly imagine an expression better formulated to express the same thing slightly differently, .but with like force. The addition of the defendant’s surname thus possessively then does seem “an aggravation, and not a justification,” as pointed out in Menendez v. Holt, 128 U. S. 514, 521, 9 S.Ct. 143, 144, 32 L.Ed. 526. Important, too, is the fact that the competition is in exactly the same business; obviously there would not be a like threat from, say, a Lilliputian dancing academy or even candy emporium. Threatened with a like danger as to each of its fifteen branch stores from Massachusetts to Illinois, plaintiff’s business could be indeed menaced. And not without justification, it seems, does it express fear of direct competition right in New York City from “Macy’s Liliputian Shop, Saks’ Liliputian Shoppe, Lord & Taylor’s Liliputian Department, Franklin Simon’s Liliputian Store.”
As it, is the likelihood of deception or confusion which is involved, evidence of specific instances is not necessary to support a holding of trade-mark infringement. LaTouraine Coffee Co. v. Lorraine Coffee Co., supra, and cases, cited. But since some point is made of a lack of evidence for plaintiff, I deem it proper to say that the evidence produced seemed to me pertinent and convincing. That plaintiff’s customers frequently addressed its “Liliputian Bazaar” as “Liliputian Shop,” “Liliputian Bar,” “Liliputian Center,” and “Liliputian Department” helps to demonstrate the key word of the trade-mark. Plaintiff’s canvass of housewives to show that persons seeing garments with defendant’s label immediately assumed that they were garments from Best & Co. is direct evidence of confusion. Beyond this, to expect testimony from persons who had actually made purchases from defendant under the belief that she was the plaintiff is to journey out of the field of business realities. What customer of children’s wear is likely to get into a dispute between merchants as to their sales unless she is acutely dissatisfied with, or in some other way disgruntled over, her purchase? How is such a dissatisfied customer to be located by the rival concern, and what unique value would such testimony have? Further, I take it that this reasoning is opposed to the psychology of advertising which is designed particularly to attract attention to specific goods, so that they may sell themselves. If defendant’s labels bring the customer to the counter or even to the doorstep, retreat is difficult and a sale is in prospect, even though that may ultimately be consummated with full knowledge of the vendor’s identity. Mishawaka Rubber & Woolen Mfg. Co. v. S. S. Kresge Co., 316 U.S. 203, 205, 62 S.Ct. 1022, 86 L.Ed. 1381.
I think, therefore, that defendant should be required to look elsewhere for her slogan. Analogies in the cases are many; I cite some examples from both the fields of trademark infringement and unfair competition: Queen Mfg. Co. v. Isaac Ginsberg & Bros., supra (“Queen Brand” infringed “Queen *380Make”) ; Fashion Park v. The Fair, Cust. & Pat.App., 49 F.2d 830 (“Fashion Row” and “Fashion Park”) ; Florence Mfg. Co. v. J. C. Dowd & Co., 2 Cir., 178 F. 73 (“StaKleen” and “Keepclean”) ; Photoplay Pub. Co. v. LaVerne Pub. Co., 3 Cir., 269 F. 730 (“Photo-Play Journal” and “Photoplay Magazine”); Gannert v. Rupert, supra (“Home Comfort” and “Comfort” magazine) ; General Finance Loan Co. v. General Loan Co., 8 Cir., 163 F.2d 709, certiorari denied 332 U.S. 851, 68 S.Ct. 356 (“General Finance” and “General Loan”) ; Hygienic Products Co. v. Huntington Laboratories, Cust. & Pat.App., 139 F.2d 508 (“Toilet-San” and “Sani-Flush”) ; Hanson v. Triangle Publications, 8 Cir., 163 F.2d 74, certiorari denied 332 U.S. 855, 68 S.Ct. 387 (“Seventeen for the Junior Teens” dresses and “Seventeen” magazine).

 Thus the trade-mark is to be registered unless it is “merely descriptive or deceptively misdescriptive” ' of the applicant’s goods, and even then when it “has become distinctive of the applicant’s goods in commerce,” five years’ “substantially exclusive and continuous use” being acceptable prima facie evidence. § 2(e, f). Use in commerce of a “colorable imitation” which “is likely to cause confusion or mistake” constitutes infringement. § 32(1). The remedy for false description or representation is extended to any person who “believes” that he “is likely to be damaged” thereby. § 43 (a). And federal jurisdiction is extended even to the latter case. § 39, 15 U.S. C.A. § 1121.

 That plaintiff substituted one “1” for the two l’s of the original adds perhaps a little.

 See note 1 supra; cf. San Francisco Ass’n for the Blind v. Industrial Aid for the Blind, 8 Cir., 152 F.2d 532, and cases cited.