The St. Louis Cardinals have formally initiated action to block a company named PBR Industries from acquiring the trademark for the term “Rally Squirrel,” reports baseball card-related website The Cardboard Connection.
Within two weeks of the daring rodent having dashed across Busch Stadium’s home plate in front of Skip Schumaker in October 2011, the company submitted a trademark application. Just last week, on December 27, the team filed a formal notice of opposition.
Of course, this is about merchandizing opportunity of a well-known and therefore, valued intellectual property.
While some of us may feel that the excessive focus on the Rally Squirrel detracted from the accomplishments of the players and team, many latched onto it as a good luck charm. Let’s face it; the club itself included a small squirrel on the side of their World Championship rings.
The famous rodent may have some staying power. Special baseball cards introduced by Topps featuring a photo of the squirrel in flight are still selling for $70 or more on ebay. However, the article reminds us that Topps issued the card under Schumaker’s name, with the term “Rally Squirrel” noticeably absent.
The intellectual property lawyer writing at The Cardboard Connection, Paul Lesko, suspects PBR will lose its case, having no apparent connection to the rodent in question. Yet, he notes the club has apparently not filed its own action to reserve the term.