Wednesday, May 31, 2017

Android Creator Files 83 Trademark Applications for New "Essential" Brand, Hinting at Brand's Expansiveness

Essential Products, Inc., a corporation associated with Android creator Andy Rubin, according to the California Secretary of State's website, filed 83 federal trademark applications in May 2017 for what appears to be his new brand of AI-infused consumer gadgets.

Some of the applications filed by Essential Products include ESSENTIAL PHONEESSENTIAL HOME, ESSENTIAL AR, ESSENTIAL FITNESS, and ESSENTIAL CAR. A full list of the marks filed in May is at the bottom of this post. You can also go to the USPTO's TESS system and type ""Essential Products Inc"[on] and 201705??[fd]" into the free form search box to see every application.

The goods and services covered by each application are expansive, although most overlap across applications. Some of the goods/services covered are:
  • Virtual reality headsets and head mounted displays for use in playing video games; mobile phones; smart phones; computers and tablet computers (Class 9);
  • Providing consumer information via voice-controlled automated inquiries, namely, providing an online automated consumer resource for searching, locating, rating and providing directions for the purchase, consumption and use of a wide range of consumer products, services and information over a global communications network (Class 35);
  • Application service provider (ASP) services featuring computer software and providing online nondownloadable software, namely, computer software for creating, authoring, distributing, downloading, transmitting, receiving, playing, editing, extracting, encoding, decoding, displaying, storing and organizing text, graphics, images, audio, video, and multimedia content (Class 42).
All the applications were filed on an intent to use basis, suggesting the company is not using any of these marks in commerce yet but has a bona fide intention to do so in the near future.

In addition to the marks above, on December 20th of last year Essential Products filed a trademark application for the logo below, covering "mobile phones; smart phones; computers and tablet computers; accessories and replacement parts for all the aforementioned goods; computer operating software for mobile phones, smart phones, computers and tablet computers" in Class 9.
According to Bloomberg, Andy Rubin left Google about two years ago and is planning to develop a suite of consumer hardware products with recruits from Apple and Google. With this mass filing of trademark applications, it looks like he is on his way.

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