The US Trademark Trial and Appeal Board (TTAB) has declined General Mills' bid to trademark the yellow background color on boxes of Cheerios cereal. They added, “Consumers have come to identify the ...

Close your eyes and transport yourself to the cereal aisle of your grocery store: can you picture the design of a box of original Cheerios™, color and all? General Mills recently tried, and failed, to ...

In honor of American Heart Month, consumers can purchase special-edition boxes of Cheerios or personalize their own yellow box to remind loved ones of the importance of taking care of their heart ...

The Trademark Trial and Appeal Board (TTAB) recently held that General Mills did not provide sufficient evidence to support the claim that its iconic yellow cereal box had acquired sufficient ...

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US intellectual property regulators are rejecting General Mills’ bid to trademark the yellow background color on boxes of Cheerios cereal. The Trademark Trial and Appeal Board on Tuesday set aside the ...