Which reality stars protect their trademarks?

This week, the Daily Beast reports on the top grossing reality show stars of 2010. Being a top reality star today is an opportunity to launch a business career. Paris Hilton may have done this better than any of others – see my post, “Paris Hilton’s trademarks are no joke” here. The top reality stars of 2010 earned millions of dollars. Who was smart enough to protect their brands by filing to register trademarks? [Click trademark name or logo for link to USPTO records]

• 10. Kendra Wilkinson (2010 estimate – $2 mill)
  • no pending or registered trademarks
• 9. DJ Pauly D (2010 estimate – $2 mill)
  • DJ Pauly D – pending application for Entertainment in the nature of disc jockey services
  • DJ Pauly D – pending application for variety of entertainment, music,
• 8. Kourtney Kardashian (2010 estimate – $2.5 mill)
  • no pending or registered trademarks
• 7. Khloe Kardashian (2010 estimate – $2.5 mill)
  • KHLOE KARDASHIAN – pending application for a variety of goods
  • KARDASHIAN KURVES – Clothing, clothing accessories and intimate apparel including lingerie
• 6. Mike “The Situation” Sorrentino (2010 estimate – $3 mill) – filed by MPS ENTERTAINMENT, LLC
  • THE SITUATION
    • pending application for Printed instructional, informational, and educational, brochures, booklets, books, and workbooks in the field of diet, exercise, fitness, health, lifestyle, and nutrition; comic books; magazines featuring information on health, fitness, exercise, treatments, therapies, diet and nutrition; temporary tattoos; posters; calendars
    • pending application for jewelry
    • pending application for Computer application software for use with smartphones, PDA devices, and tablet computers, namely software for accessing, viewing, interacting with and downloading entertainment content
    • pending application for a variety of supplement and nutritional products
    • pending application for entertainment and television services
  • – pending application for Clothing, namely, t-shirts and underwear
  • THE SITUATION WORKOUT
    • pending application for pre-recorded interactive computer programs featuring entertainment and educational information in the field of health, fitness, lifestyle, exercise, diet, nutrition, weight loss, exercise conditioning; downloadable multimedia files and downloadable streaming media, audio and video files via a multi-user global computer information network in the field of exercise work-outs; pre-recorded video tapes and DVD’s featuring programs in the field of health, fitness, lifestyle, exercise, diet, nutrition, recipes, weight loss, exercise conditioning, exercise work-outs
    • pending application for Consulting services in the fields of health, fitness, lifestyle, exercise, diet, nutrition, weight loss, exercise conditioning, fitness and exercise; Educational services, namely, providing live and on-line seminars in the fields of health, fitness, lifestyle, exercise, diet, nutrition, weight loss, exercise conditioning; Education services, namely, providing on-line classes, seminars, workshops, tutorials, individualized programs in the fields of health, fitness, lifestyle, exercise, diet, nutrition, recipes, weight loss, exercise conditioning; Education services, namely, providing classes, seminars, workshops, tutorials, individualized programs in the fields of health, fitness, lifestyle, exercise, diet, nutrition, weight loss, exercise conditioning
• 5. Kate Gosselin (2010 estimate – $3.5 mill)
  • no pending or registered trademarks
• 4. Audrina Patridge (2010 estimate – $3.5 mill)
  • AUDRINA PATRIDGE – registered for “Entertainment services comprising dramatic performances by an actor in movies and on television”
• 3. Bethenny Frankel (2010 estimate – $4 mill). BB Endeavors LLC owns the following pending applications (several other entities has also applied for marks including “The Situation”):
  • BETHENNY FRANKEL – for Dietary and nutritional supplements; nutritional bars for use as a meal replacement; nutritional shakes for use as a meal replacement; Prepared food products, namely, frozen, packaged entrees consisting primarily of meat, fish, poultry or vegetables; soups; hummus; dips; Prepared food products, namely, frozen, packaged entrees consisting primarily of pasta or rice; salad dressings; salsa; extracts used as flavoring
  • BETHENNYBAKES – for Cookware, namely, non-stick bakeware sets, baking pans, cookie sheets; fruit pop ice molds; waffle irons; cookie cutters; cooking and kitchen utensils, namely, rolling pins, spatulae, strainers, whisks, pastry cutters, bake ware, wire cooling racks for baked goods, pastry brushes, flour sifters, mixing spoons, cookie dough scoop, muffin tins, ice cream scoops, mixing bowls, roasting pans, loaf pans, non-stick baking mats; Baking mixes for cakes, brownies, cookies; waffle mixes; bagels; bread; popcorn; pie shells; cookie dough; bread dough; non-dairy ice cream substitute; ice cream bars; frozen confections, namely, freezer fudge pops; fruit ice bars; Muffins; cupcakes; cookies; scones; pound cake
  • BETHENNY – for Women’s perfumes and fragrances
  • HONEST BY BETHENNY. – for skin care products; fragrances
  • SKINNYGIRL
    • pending application for Shapewear, intimates and bras
    • pending application forSkincare products; lip gloss; make-up; aromatic body care products, namely, body lotion, shower gel, non-medicated lip balm, soap, body polish, body and foot scrub; body and beauty care cosmetics; face and body creams; fragrances and perfumes; Dietary and nutritional supplements
    • pending application for Women’s and girls’ apparel and sportswear, namely, t-shirts, shirts, knit shirts, tank tops, sweat shirts, sweat pants, sweat jackets, yoga pants, yoga tops, lounge pants, loungewear, socks, shoes, sports bras, gym shorts
• 2. Loren Conrad (2010 estimate – $5 mill)
  • LAUREN CONRAD – registered by Blue Eyed Girl, Inc. for “clothing, namely, shirts, skirts, dresses, belts”
  • LC LAUREN CONRAD -registered by Blue Eyed Girl, Inc. for “clothing and apparel products, namely, tops, pants, shorts, skirts, dresses, jeans, jackets”
    • pending application for sunglasses
    • pending application for jewelry, watches
    • pending application for purses, carry-all bags, luggage and backpacks
    • pending application for bathroom coordinates, namely, soap dishes, tumblers, toothbrush holders, soap dispensers, tissue holders, waste baskets and cotton ball dispensers, baskets of wood, candle holders not of precious metal; vases
    • pending application for hair accessories, namely, barrettes, clips, bands and scrunchies
    • pending application for accent rugs, bath mats
    • pending application for Picture frames, decorative sculptures of wood, pillows, decorative pillows
    • pending application for Bed sheets, window curtains, towels, blankets, namely, bed blankets, and throws, comforters, shower curtains, pillow cases, covers and shams
• 1. Kim Kardashian (2010 estimate – $6 mill)
  • KIM KARDASHIAN – registered for “Entertainment services namely live, televised and movie appearances by a professional entertainer; Entertainment services, namely, conducting parties; Entertainment services, namely, personal appearances by a media celebrity, model and actress”
  • DASHING – pending application for “perfume”
  • KIM KARDASHIAN – pending application for “cosmetics”
  • KIM KARDASHIAN – pending application for “jewelry”
  • – pending application for “clothing; cosmetics; fragrances; Handbags, purses, wallets and tote bags”
  • DASHING BY KIM KARDASHIAN – pending application for “fragrances and perfumes for personal use”
  • DASH – pending application for “Jewelry; Jewelry and imitation jewelry; Jewelry boxes; Jewelry boxes not of metal; Jewelry boxes of metal; Jewelry boxes of precious metal; Jewelry cases; Jewelry cases not of precious metal; Jewelry chains; Jewelry for attachment to clothing; Jewelry organizers; Jewelry watches; Leather jewelry and accessory boxes; Pet jewelry; Pins being jewelry; Plastic bracelets in the nature of jewelry; Watches and jewelry; Watches, clocks, jewelry and imitation jewelry”
  • – pending application for “Fragrances, cosmetics; handbags, purses, wallets; tote bags
  • – pending application for “cosmetics, fragrances, perfumes for personal use”
  • DASHING – pending application variety of cosmetics

Seven of the ten own pending or registered trademarks. And each of the top three have filed multiple applications for more than one trademark. As these reality stars demonstrate, protecting a brand is part of the key to making it successful.

Tip: A trademark portfolio is a key element of any valuable brand. The top reality stars – who are known more for their looks, personalities, and antics than their brains – have figured that out.

See the full Daily Beast report here: http://www.thedailybeast.com/galleries/2397/1/