Maximum Play, Inc. v European Union Intellectual Property Office

European Union – Trade marks. The General Court of the European Union dismissed the action by Maximum Play, Inc. (MPI) against a decision of the Fourth Board of Appeal of the European Union Intellectual Property Office concerning an application by MPI for registration of the word sign 'MAXPLAY' as an EU trade mark. The Court held that the Board had correctly decided that the mark applied for had been descriptive of the goods and services at issue, contrary to art 7(1)(c) of Council Regulation (EC) No 207/2009.

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