Yellow boxes

Trademark doesn’t understand my Cheerios people.

US intellectual property regulators are rejecting General Mills’ bid to trademark the yellow background color on boxes of Cheerios cereal.

The Trademark Trial and Appeal Board on Tuesday set aside the cereal maker’s two-year quest to trademark “the color yellow appearing as the predominant uniform background color” on boxes of “oat-based breakfast cereal.” A contrary ruling could have given the Cheerios maker an exclusive right to yellow boxes of oat cereal.

And I understand that the world doesn’t understand. “The baffling reason many millennials don’t eat cereal” (cleaning a cereal bowl takes work) and whatnot. Count me on the side of appreciating bowls.

And I’m not sure cereal and I have the same relationship as we used to. Sam Sifton’s case for making breakfast is starting to work for me in theory, if not in practice just yet.

But yellow boxes of oat cereal are Cheerios.

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