Monday, 11 August 2014
HEALTHY EATING GAME FOODEEZE PLAYS ITS CARDS RIGHT THANKS TO TRADEMARK TRIBE
With up to a third of the population at risk of developing diabetes, a former primary school teacher has teamed up with health and education specialists to develop a fun card game which helps teach kids and parents to eat more healthily.
Foodeeze was developed by Russ Adlem from Caversham, in association with NHS specialists, a dyslexia expert and a speech and language therapist when he noticed that the more restless children in his class tended to eat chocolate and sugary drinks.
The characters and fun facts encourage children to learn about healthy food in an exciting and socially interactive way. The game challenges children’s problem-solving abilities and improves their food vocabulary and interest in different foods from around the world.
The game comprises a pack of cards featuring different foods such as Barney Banana, Carlos Cornflakes and Chantal Cheese, and includes nutritional values and fun facts.
Russ said: “After noticing that some children weren’t making these healthy food choices for themselves, I realised that they needed to understand why healthy foods are better than unhealthy ones and to make their own decisions. It occurred to me that this could be done with the help of a fun and interactive game to encourage children to talk about food, experience new foods and make their own healthy eating choices. Foodeeze was born!”
In 2013 Russ joined forces with Focus Games Ltd to refine Foodeeze and make it more widely available. Together, they’ve developed two different versions of Foodeeze suited to key stages 1 and 2 (KS1 and KS2). Priced at just £4.99, it’s being snapped up by parents to play at home with their children too.
In 2013, Russ approached Dale Campbell, a European Trademark Attorney from Trademark Tribe who trademarked the brand to ensure that the name was his to use. Now the company has officially launched, his first goal is to get the card game used by schools and councils.
He added: “Dale was fantastic and helped me understand where Foodeeze stood in the market and how it could easily fall into someone else's hands if it wasn't protected correctly. She also explained the difference between the 'R' and 'TM' symbols and it seemed like a 'no brainer' registering Foodeeze. Dale's fees were extremely reasonable so I opted for a mark on the logo and a mark on the word itself. Dale and TradeMark Tribe have been highly efficient, helpful, reasonable and have given great advice in helping to protect the Foodeeze identity and brand.”
Dale said: “As Russ was launching a new brand we wanted to make sure that the name and logo was free to use and so we undertook clearance searches for him to make sure that no one else had already registered the name as a trademark.
“Once the searches confirmed that the name was available we applied for trademark protection. This ensures that Foodeeze will maintain ownership of their brand which is vital to protect a brand that consumers grow to know and trust.
“Sometimes a business launches and grows and may not even know until too late that they are unwittingly infringing a previously registered trademark. Untold damage can be done if someone else passes off as your brand and pulls your customers away especially when they do not offer the same quality service. Based on our advice, Russ chose to register both the word Foodeeze and the logo so that both his name and visual identity are protected. “