By Patrick Avenell
Electrolux Home Products and the Samsung Electronics Company are both currently applying to trademark the phrase ‘Smart Oven’ through the Federal Government’s IP Australia agency.
Electrolux’s application was first lodged in December 2011 and was amended in March 2012. The acceptance date is listed as 21 June 2013. No opposition to this trademark application has been lodged.
Electrolux currently markets one AEG-branded oven that carries the full name “NaviSight Pyrolytic SMART Oven” (their caps, product code: BY901400M).
Upon learning of Electrolux’s trademark application, Current.com.au contacted Samsung Electronics Australia on 30 January 2013 for comment, as Samsung currently markets an appliance called “Smart Oven” in India. Samsung sources told Current.com.au that they were unaware of Electrolux’s application.
On 7 February 2013, Samsung lodged its own trademark application with IP Australia, for “Samsung Smart Oven”.
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Both Electrolux and Samsung have lodged their applications under Class 11 of the IP code. This class covers:
“Apparatus for lighting, heating, steam generating, cooking, refrigerating, drying, ventilating, water supply and sanitary purposes.”
Electrolux’s application also incorporates Class 37:
“Building construction; repair; installation services.”
Both these applications may be too late, however, considering Breville currently promotes a benchtop compact oven called “The Smart Oven™”, including the common trademark symbol (™) in the name. Current.com.au could not find any reference to Breville owning the trademark for “Smart Oven” on the IP Australia website.
Breville has not responded to Current.com.au’s questions on this topic. Electrolux Home Products media representative did not return our calls. Samsung Electronics Australia did not wish to make a comment on the record.