According to some reports, the legal marijuana industry could be worth up to $10 billion in 5 years.  The State of Colorado reportedly took in $3.5 million in marijuana related taxes and fees in January alone.  The industry presents a number of opportunities for new businesses and branding, as one of our colleagues previously discussed last year. With the possibility of these levels of profits, it should come as no surprise that a few companies haven’t fully considered the legal ramifications of their actions prior to putting product on their shelves.

Just this week, the Hershey Company filed a lawsuit against a Washington marijuana dispensary alleging trademark infringement and dilution of the company’s rights in the name and packaging for its Reese’s Peanut Butter Cups and Mr. Goodbar candy products. The company was selling “Reefer’s Peanut Butter Cups,” a marijuana edible intended to taste like a chocolate and peanut butter candy.

Is Hershey overreaching? “Peanut butter cups” appear to be a generic term. I’ve certainly seen numerous local candy shops (and larger Hershey rivals like Palmer candy) selling directly competitive “peanut butter cup” items. And yes, Reefer is somewhat similar to Reese’s, but they seem to present arguably distinct commercial impressions. A quick search seemed to reveal these instincts, as each of Hershey’s registrations disclaims PEANUT BUTTER CUPS apart from the mark as shown. The same thing for Hershey’s competitors, who also own federal trademark registrations for marks containing the phrase PEANUT BUTTER CUPS.

Looks like our Washingtonian friends might be in the clear! Of course, a picture is worth a thousand words (or less, depending on how wordy your complaint is…):

 With the added context, what do you think?

And what about Mr. Dankbar? 

While it is unlikely that any individual would mistake a Mr. Dankbar for a Mr. Goodbar, it still creates the possibility of dilution, tarnishment, and a possibility as to mistake of sponsorship or endorsement. While it may seem absurd at the moment to think that Hershey might sponsor or be connected in some way to a marijuana-based confection, it isn’t unprecedented. After all, both Starbucks and Godiva sell their own branded liqueurs.  Brands that began as alcoholic beverages, such as Bailey’s, have also branched into consumer grocery products, too. It isn’t too hard to imagine companies crossing the line into legal marijuana products as well in the foreseeable future. In fact, other companies have been making similar challenges to use of candy, cereal, and other food products as flavors for e-cigarette tobacco products.

While there is certainly the possibility that Hershey’s might, in some situations, be overreaching with its trademark rights. Had the dispensary only used PEANUT BUTTER CUPS, or even just the name REEFER PEANUT BUTTER CUPS, this situation would be a lot closer. As it stands though, it looks like an uphill battle. One thing is for certain, though, there will likely more trademark skirmishes as the marijuana industry takes shape.