Mars trademarks: expansion into trademark classes, 1970–2022
Video: how Mars extended its South African trademarks into new classes from 1970 to 2022 – from coffee, flour & sweets, fresh produce & pet food, meat, dairy & oils into new fields. 23 of 45 classes, 653 trademarks. South African trademark statistics by Sibanda & Zantwijk.
Transcript
- Before 1970, Mars already used 7 classes, including class 1 chemicals, class 5 pharmaceuticals, class 29 meat, dairy & oils, class 30 coffee, flour & sweets, class 31 fresh produce & pet food.
- 1972: Mars moves into class 9 electronics & software; class 28 toys & sports goods; class 35 advertising & retail; class 43 restaurants & hotels.
- 1976: Mars moves into class 20 furniture; class 25 clothing.
- 1979: Mars moves into class 18 leather & bags.
- 1983: Mars moves into class 42 tech & IT services.
- 1990: Mars moves into class 12 vehicles.
- 1993: Mars moves into class 6 metal goods; class 16 paper & print; class 41 education & entertainment.
- 1999: Mars moves into class 21 kitchenware.
- 2000: Mars moves into class 11 lighting & appliances.
- 2002: Mars moves into class 44 medical & beauty care.
- 2021: Mars moves into class 36 finance & insurance.
- By 2022, Mars had trademarks in 23 of the 45 classes.