Mattel Versus Super Duper
I’ll be honest here, I’ve worked at and with a lot of big, well-known brands in my professional life as a PR guy, and even the scent of copyright infringement is a big deal… and it is one of the ways corporate lawyers, and corporate law firms, make their second house payments (or yacht payments). But it is a big deal. From a branding perspective, I don’t want you diluting what matters in the marketplace of consumers – the brand, end of story — so I have mixed feelings on this one.
Super Duper has made a difference in Demetrius’ life. I want the Webbers to succeed, prosper – and frankly, I’d love for them to have a big ol’ house on Hilton Head for making a difference in so many kids lives. But they should hire better legal representation and should probably be more thorough in their branding of product lines, and checking to see if they infringe, first and foremost. This company shouldn’t just ‘survive’ this legal ordeal. Anyone who gets their catalog and has ordered from it knows they are great. So find a way to be heard on this, if you’ve got a few moments.
I’m no lawyer, but it looks like they’ve beat the rap on the big lawsuit issues, now the lawyers – surprise, surprise – want to get paid (and Mattel doesn’t want to do it). If I were Super Duper, I’d just try to learn from this and as I said, cross those Ts and dot those Is a bit more in the future.
I don’t see any reason not to drop an email to Mattel and tell them to back off. Big business does often lose the forest through the trees…and from a PR perspective, they could approach this differently, so bloggers and parents such as me, don’t portray them as the bad guy in this. They have their point, but they might want to think about approaching Super Duper in a way to work through a partnership versus the legal system. Just a thought.