“But on cross-examination, a lawyer for Car-Freshner, Jonathan Z. King, caught Mr. Elassir in an inconsistency.He recounted a deposition in which Mr. Elassir said he changed the freshener header card to more closely resemble his company’s canned fresheners, which are a bigger seller. Then he showed a photo showing that the color schemes were actually different.“Your canned products, which you say were the inspiration for your paper products, they don’t look anything like them, do they?”“No,” Mr. Elassir eventually conceded. A few minutes later, Mr. King ran through the similarities between Exotica’s packaging and Little Trees’ and asked Mr. Elassir, “Is your testimony under oath that that’s all just a coincidence?”
Little Trees, the giant in the forest of tree-shaped automotive air fresheners, trounced a small rival in a trademark suit in federal court in Manhattan on Thursday.
A jury found that the other company, Exotica Fresheners Company, had infringed on Little Trees’ trademark with the look of its product. In addition to changing its packaging, Exotica will have to pay the Car-Freshner Corporation, maker of Little Trees, $52,000.
Car-Freshner sued Exotica after Exotica changed the card at the top of its packaging, known as a header card, to include a green tree logo, upward-slanting text and a yellow background, all of which had been used by Little Trees for decades.
The case turned on whether some consumers were likely to be confused by the overall look of the product, known as its “trade dress.”