Brands Update — March 2014: KNUD saves Germany’s most famous polar bear Knut and the Berlin Zoo

Knut was a polar bear born in December 2006 in captivity at the Berlin Zoo. Rejected by his mother at birth, he was raised by zookeepers and was the first polar bear cub to survive past infancy at the Berlin Zoo in more than 30 years. Knut very soon became a tourist attraction and an enormous commercial success. In 2007, Knut earned the Berlin Zoo nearly €5m (£4.2m) thanks to an increase in visitors and an array of merchandise products. (Not surprisingly, a number of trademark applications including ‘Knut’ and/or ‘the polar bear’ in various combinations have been filed in 2007 in the German as well as the Community trademark register.) The zoo had been comparatively late with the registration of its KNUT marks — presumably because the zoo did not foresee the immense profitable potential of the attention surrounding Knut…

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