An Austin-area software publisher recently obtained a significant court order against Discovery Communications, Inc. related to the popular Cake Boss television show on TLC. The plaintiff, Masters Software, Inc., which consists of husband-and-wife team Kelley and Jon Masters, publishes a computer program called CakeBoss that provides office management functions for professional cake bakers. The Masterses learned about the Cake Boss program, which, for the uninitiated, is a reality-TV program centered around the New York-based cake-baking business of Bartolo “Buddy” Valastro, prior to its debut and contacted both Discovery and Mr. Valastro in an effort to keep the show from airing under the Cake Boss name. The show aired despite the Masterses’ complaints, and it since has become one of the networks more popular shows.

After the show aired, the Masterses began receiving numerous inquiries and requests from people who mistakenly believed that they were associated with the show or with Mr. Valastro’s business, some of which overwhelmed the server hosting their web site. In addition, the Masterses entered into a licensing agreement in 2009 with a supplier to sell CakeBoss-branded cake decorating products, but the licensee stopped selling the kits after Mr. Valastro threatened it with legal action. The Masterses subsequently filed suit against Discovery in March 2010, seeking an injunction against its use of the term “Cake Boss.”

In granting a temporary injunction against Discovery, pending a trial, the U.S. District Court for the Western District of Washington noted the actual confusion that had resulted as a result of Discovery’s heavy marketing of “Cake Boss” and held that there is “a substantial danger that Discovery's ability to saturate the marketplace will lead consumers to assume that CakeBoss is somehow associated with Cake Boss.” The Court also held that, though the products at issue – a software program and a television show – are not directly competitive, it is nevertheless “not a substantial leap for a consumer encountering CakeBoss software in the market place to imagine that Cake Boss might have an interest in selling or sponsoring cake bakery management software.” As a result, the Court issued an order prohibiting Discovery and its affiliates from using the name “Cake Boss,” either to identify the television program currently entitled Cake Boss, or in connection with the sales of merchandise related to the show, though the Court also delayed implementation of the order for Discovery to finish airing the first run of the show’s third season.

Brand selection is a crucially important step when launching a new product line or a new business. Companies owe it to themselves to run thorough trademark screening searches to determine whether there is a likelihood that an initially favored brand may end up being the subject of a trademark dispute in the future, and they certainly should think long and hard before moving forward with a mark that they know, or should know, already is being used by another business in the same or a similar market. Knowledgeable IP counsel can provide valuable assistance with that analysis.