Kellogg to Mayan Group: Drop 'Toucan Sam-Like' Logo

Nonprofit: Our toucan looks nothing like your cartoon
By Evann Gastaldo,  Newser Staff
Posted Aug 23, 2011 6:30 AM CDT
Kellogg to Maya Archaeology Initiative: Toucan Logo Looks Too Much Like Froot Loops' Toucan Sam
A June 25, 2010 file photo shows boxes of Kellogg's Froot Loops, Corn Pops, Apple Jacks, and Honey Smacks on the shelf of a Mt. Lebanon, Pa., grocery store.   (AP Photo/Gene J. Puskar/file)

The toucan is native to Mesoamerica, which is why the Maya Archaeology Initiative, a group that defends Mayan culture, chose to use the bird as its logo. Of course, the toucan is also native to boxes of Kellogg Co.’s Froot Loops cereal—and now the company wants the initiative to limit its use of the toucan logo, because it looks too much like Froot Loops’ Toucan Sam mascot, the AP reports.

A Kellogg attorney sent a letter to the nonprofit formally opposing the group’s attempt to trademark its toucan logo, explaining that consumers might confuse it with Toucan Sam. (The initiative notes that its logo, which is based on a realistic toucan, looks very little like the Froot Loop-colored Toucan Sam cartoon character.) The attorney suggested, rather, that the group settle with Kellogg and agree to limit its usage of the image. (See the nonprofit's logo here.)

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