SuperModel and Celebrity Brand: Heidi Klum
Heidi Klum’s celebrity branding empire is ever expanding. Not only is she a well-known supermodel often featured in Victoria’s Secret campaigns, but she is the host of Project Runway, is married to Seal, and has her own jewelry line and candy brand. What trademarks has she filed to protect the HEIDI KLUM brand?
A search of the U.S. Patent and Trademark Office Website Database yields five “live” hits, including, among others:
- HEIDI KLUM (Registration No. 2933420) for use on with “deodorant soap, anti-bacterial soap, skin soap, toilet soap; perfume, eau de perfume, eau de toilette, eau de cologne; essential oils for personal use; cosmetic products, namely, body cream, body emulsions, body mask cream, body-mask lotion, body mask powder, body masks, body oil, body powder, body scrub, shower gel, body lotion, after-shave lotion, deodorants and antiperspirants; hair tonics; dental cleansers, namely, dental bleaching gel, non-medicated dental rinse, tooth paste, tooth polish and tooth powders; aromatherapy creams, lotions and oils” in Class 3; “items for healthcare, namely medicated bath preparations, namely, menthol vapor bath preparations for babies, medicated bath salts, medicated hair care preparations, medicated shaving preparations, and medicated skin care preparations; salts for medical purposes, namely, Epsom salts and smelling salts; medicinal herbs; medicinal oils; dietary and nutritional supplements; dietetic beverages and food adapted for medical purposes; dietetic substances adapted for medical use; dietetic food preparations adapted for medical purposes; vitamin and mineral supplements; herbal supplements” in Class 5; “desk, pocket and wall calendars; books featuring photographs; books and magazines in the field of fashion, photography, modeling, fitness, beauty, and health; photographs, pictures and art prints featuring images” in Class 16; “goods made of leather and imitation leather, namely key holders, key rings, key chains, key cases, suit carriers, wallets, purses, business-card holders, document holders, backpacks, packaging bags, travel bags, shopping bags, beach bags, handbags, tote bags, shoulder bags, sling bags, shoulder belts, boxes, briefcases, trunks, suitcases, garment bags, rucksacks, attache cases; umbrellas and parasols” in Class 18; “furniture, namely armchairs, chairs, sofas, cabinets, cupboards, desks, dinner wagons, tea carts and magazine racks; mirrors; picture frames” in Class 20; “urns, vases and planters; serving trays not of precious metal, decorative trays not of precious metal; non-metal decorative boxes; dinnerware; ceramic, porcelain and earthenware goods, namely, mugs, jugs, bowls, plates, coffee cups, tea cups, saucers, tea pots and coffee pots; tea caddies; serving utensils, namely, pie servers, cake turners, spatulas, pot and pan scrapers, and cake servers; champagne buckets; beverage glassware, namely, high ball glasses, old fashioned glasses, wine goblets, carafes, pitchers; ice buckets; cocktail shakers; cork crews; glass decanters; cleaning combs and hair combs and sponges for household and cosmetic purposes” in Class 21; “plastic coasters” in Class 24; “clothing, namely, pants, skirts, shorts, jeans, shirts, sweaters, jackets, vests, coats, rainwear, swimwear, sleepwear, underwear, lingerie, sweatshirts, T-shirts, belts, leather belts, hats, gloves, socks, stockings, scarves, hats, caps and shoes” in Class 25; “sport equipment, namely, ankle and wrist weights for exercise, exercise weights, bags especially designed for skis and surfboards, skis, surfboards, sport balls for games, skating boots with ice skates attached, golf bags with or without wheels, golf gloves, ice skates, in-line roller skates; board games, playing cards, chessboards; playthings, namely play balloons, plush toys and puppets” in Class 28; “talent and modeling agency services; business-marketing consulting services; product merchandising services; preparing and placing advertisements for others; conducting and organizing exhibitions to promote the goods and services of others” in Class 35; “services for providing food and drink, namely bar services, cafes, cafeterias, canteens, catering, hotels, restaurants, self-service restaurants and snack bars; providing temporary housing accommodations” in Class 43; and “hygienic and beauty care for human beings, namely aromatherapy services; health spa services, namely, cosmetic body care services; beauty salons, hairdressing salons and manicuring services” in Class 44.
- HEIDI KLUM (Registration No. 2973975) for use on “candy” in Class 30.
- HEIDI KLUM (Registration No. 3287781) for use on “eyeglasses and sunglasses; eyeglass and sunglass frames; videotapes and video cassettes featuring music and exercise videos, news and general-interest information, namely travel, fashion, health, and beauty tips” in Class 9; and “costume jewelry, fine jewelry and objects of precious metal, namely amulets, bracelets, chains, charms, earrings, rings and medallions; precious stones, semi-precious stones and pearls; alarm clocks, clocks, watches” in Class 14.
Heidi has gone to great lengths to protect her name with a wide variety of goods in many different classes. While she may only have a few registrations, her HEIDI KLUM Registration No. 2933420 and H HEIDI KLUM + Design Registration No. 2933418 pack a lot of “bang for the buck” with goods and services in a variety of classes (both marks are registered for similar goods and services, as are the HEIDI KLUM Registration No. 3287781 and H HEIDI KLUM + Design Registration No. 3246077.)
The premiere of Season 4 of Project Runway is coming soon, and Heidi must determine whether a group of new designers are “in” or “out.” While that decision may be difficult, it appears that with respect to protecting her celebrity brand, Heidi has determined that federally registered trademarks are “in.”

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