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Sears Sues To Keep DieHard Mark From Sex Spray Cos.

Law360 (April 13, 2011, 6:01 PM EDT) -- Sears Roebuck & Co. filed a trademark suit in Illinois on Wednesday seeking to halt the makers of a sexual enhancement spray from using the name DieHard, which Sears uses to market heavy-duty batteries for off-road vehicles and equipment.

Sears' complaint, filed in the U.S. District Court for the Northern District of Illinois, identifies 13 trademarks, a “substantial number” of which are claimed to be incontestable, for the DieHard name and variants on it for products ranging from batteries to automotive equipment to clothing. RockHard Laboratories...
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