Froot Loops Maker Looks To End Toucan Sam Logo Confusion

BATTLE CREEK (AP) – Cereal maker Kellogg is asking a group working to defend Mayan culture to reconsider its logo, saying consumers can confuse it with Toucan Sam, the mascot of its Froot Loops cereal.

An attorney for Kellogg has sent a letter to the nonprofit Maya Archaeology Initiative saying Kellogg opposes the group’s bid to trademark its logo. The attorney suggests a settlement that would limit the group’s use of the image.

The Maya Archaeology Initiative, based in San Ramon, says there is little similarity, but it hopes to resolve the matter with Kellogg, which is based in Battle Creek.

  • robert padovano

    It seems like kellogg’s is the only one that is confused

  • Bosco

    Below is my exchange thus far with Kelloggs:
    Dear Kelllogg Consumer,
    Thank you for voicing your concerns. We have been working with the Maya Archaeology Initiative (MAI) to find an approach that will allow them to continue using their design while also protecting our Toucan Sam™ trademark used on Kellogg’s® Froot Loops® cereal since 1963. We’re continuing these conversations and hope to find an approach that will work for both organizations.

    We appreciate your interest in our company and products.

    Danny Chavez
    Consumer Specialist
    Consumer Affairs
    “We have been working with the Maya Archaeology Initiative (MAI) to find an approach that will allow them to continue using their design”

    I do not understand why your “allow”ing them to do anything.
    What does their native toucan that they’ve symbolized for thousands of years have anything to do with a cartoon character from 1963?
    Your job requires you to speak on behalf of Kelloggs, but your better judgement must tell you the legal team went too far.
    It’s possible you don’t agree, but a quick google search shows page after page of people calling for a Kelloggs boycott.
    That’s when you know your on the wrong team.
    Yes, trademark protection is very important, I know, I design logos.
    But Kelloggs is way off the mark here, and the legal huffing & puffing will surely generate backlash.
    Suppose a zoo designed a billboard with a tiger,
    or a farmer advertised a rooster, neither of which come close to resembling your Frosted or Corn Flakes cartoons.
    I’ll assume your smart enough to see where this is going….so I’ll end here.
    Your cordial reply is welcome but not necessary.
    Your time is important and there are plenty of non-profit organizations that benefit children to go after.

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