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Analysis

Game Of Trademarks: How 'Thrones' Shields Its Brand

Law360 (May 16, 2019, 12:01 PM EDT) -- Much like the sprawling series itself, the producers of "Game of Thrones" have taken an epic approach to trademark law over the show's eight-season run, applying for more than 100 registrations, filing dozens of oppositions and even taking on the president of the United States.

The smash-hit fantasy series, set to air its series finale Sunday night on HBO, is something of a case study on the trademark challenges posed by a fictional universe: a huge range of distinctive terms, a global fan base that wants to play along and the unwanted copycats that flock to a pop culture phenomenon....

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