Kellogg Asks Mayan Group To Reconsider Toucan Sam-Like Logo (VIDEO)

SAN FRANCISCO -- Kellogg Co. is asking a group working to defend Mayan culture to reconsider its logo, saying consumers can confuse it with Toucan Sam, the mascot of its Froot Loops cereal.

An attorney for the world's largest cereal maker has sent a letter to the nonprofit Maya Archaeology Initiative saying Kellogg opposes the group's bid to trademark its logo. The attorney suggests a settlement that would limit the group's use of the image.

The Maya Archaeology Initiative, based in San Ramon, says there is little similarity. It says its logo is based upon a realistic toucan native to Mesoamerica, while Toucan Sam is a cartoon character with the coloring of Froot Loops.

The organization says that it hopes can resolve the matter with Kellogg, which is based in Battle Creek, Mich.

The logo at the centre of the dispute is below

Comments

[aquart]

09:22 PM on 08/31/2011

Has Kellogg lost its tiny corporate mind?

[Clay Haswell]

01:42 PM on 08/29/2011

Native American newspaper quotes scholar who says Kellogg's games use offensive racial stereotypes.

http://indiancountrytodaymedianetwork.com/2011/08/toucan-play-this-game/

[Stilyagi]

05:56 PM on 08/28/2011

"...and could you also please reconsider using a cob of corn as your emblem.

We produce Corn Flakes and have a copyright on that."

[MsMarchHare]

04:17 PM on 08/28/2011

Screw Kelloggs You can't copyright their heritage and their native creatures and expect anyone to do anything but laugh at you when you threaten a lawsuit.

[Clay Haswell]

12:35 PM on 08/27/2011

Dr. Estrada-Belli speaks to Guatemala national television Friday night as outrage at Kellogg spreads to Latin America. See it here:

http://www.youtube.com/watch?v=_KozQopOUwc

[moflard]

01:29 PM on 08/26/2011

So when will Kelloggs be receiving a letter of cease and desist from Guinness?

[jocksdenver]

09:40 PM on 08/29/2011

Guinness was too grown up to believe that they owned the rights to every toucan image in the world. Kellogg, on the other hand, has chosen to bully.

I think that Kellogg may have really blown it here. They had a statutory time in which they could object to the image and it looks like they may have failed to, their lawyers asleep at the wheel, and now they choose to make a stink and in doing so hurt the Kellogg image. Kellogg should fire the lawyers, announce it publicly, apologize, open their arms to this non-profit and make a donation.

"When you find yourself in a hole, stop digging"

It's going to take a lot of cereal to fill the pit these idiot lawyers have created.

[roommate1]

01:22 PM on 08/26/2011

Kellogg needs to get a grip and back off! This bird (and the Mayans) are indigenous to Belize and Central America; in fact, it is Belize's national bird; if the Maya Archaeology Institute wants to use it in their defense of Mayan culture who the hell is Kellogg to tell them they can't?!!! Weigh it in the balance people: Ancient Mayan culture or "fruit loops"? I am from Belize and resent Kellogg's audacity, but it also warms my heart that so many of you have taken the initiative to voice your displeasure at Kellogg. How dare they? Not buying another Kellogg's product again...ever!!!

[colliertng]

10:41 PM on 09/09/2011

roommate1, Your very welcome! This entire controversy is so damn stupid. I'm not going to take it as far as You are & boycott Kellogg, but I'm on the side of the Maya Archaeolog­y Institute in this matter! I'm sure even if this goes to either the U.S. Supreeme Court and/or The World Court, the Maya Archaeolog­y Institute will win in the end & I hope that Kellogg has to "Pay Through The Nose" for their Arrogance!

[Chris Eng]

10:33 AM on 08/26/2011

I eat cereal quite a bit, but I will honestly stop buying their products until they drop this.

[rMatey]

09:27 AM on 08/26/2011

Does that toucan have lipstick on????

[MoonBeamWatcher]

10:21 PM on 08/25/2011

YES, I too told Kellogg THEY were full of themselves! Nobody is going to confuse a sugar laced cerial with The Maya Archaeology Initiative, based in San Ramon!

[kristiemaureen]

09:45 PM on 08/25/2011

I actually got a response from Kellogg regarding the email I sent complaining about their actions. It seems like typical corporate pacifying to me, but they do seem to be paying attention to their comments. Might be worth others contacting them as well.
http://www2.kelloggs.com/ContactUs.aspx


Thank you for voicing your concerns. We have been working with the Maya Archaeology Initiative (MAI) to find an approach that will allow them to continue using their design while also protecting our Toucan Sam™ trademark used on Kellogg's® Froot Loops® cereal since 1963. We're continuing these conversations and hope to find an approach that will work for both organizations.

We appreciate your interest in our company and products.

Sincerely,


Danny Chavez
Consumer Specialist
Consumer Affairs

[Chris Eng]

10:34 AM on 08/26/2011

Nice, a canned form letter. Great personal touch.

[ksjohnso]

09:16 PM on 08/25/2011

Generally I would think helping an indigenous culture preserve what little heritage was lift would be a good thing. Perhaps Kellogg, if it had the foresight, would donate a little cash to the cause, slap a maze to find the Mayan artifacts on the back of Fruit Loops, and issue a press release about its philanthropic efforts in Mexico and to preserve indigenous culture, to get a little positive pr off of this. But hey, I'm just a grad student not PR exec...

[Ruth Thomas]

08:37 PM on 08/25/2011

Maybe Kellogg should have asked the Mayans before they used one of their animals. Won't it be funny if kids who eat find out that Kellogg is fighting a group that is trying to protect one of their characters.

[DvdAndrsn]

08:10 PM on 08/25/2011

Another corporate bully throwing its weight around because they can take their legal fees off their taxes. Don't use a tiger or a rooster in your logo, they'll go after you for that too.

[Carolyn Kostopoulos]

05:41 PM on 08/25/2011

it's not like they invented Toucans or anything. real Toucans don't make little kids hyperactive or obese. perhaps the mayans should sue kelloggs for corrupting their birds

[Chris Eng]

10:36 AM on 08/26/2011

Us sane people can see that Kellogg's doesn't have the rights to the entire species. Of course, they don't see it that way.