SAN RAMON — Kellogg Company and the Walnut Creek-based Maya Archaeology Initiative, which share only the image of a toucan in their respective logos — Toucan Sam graces Froot Loops boxes — announced an unlikely partnership Tuesday.
Kellogg will contribute $100,000 to the nonprofit organization toward the building a Maya Cultural Center in Peten, Guatemala.
The Maya Archaeology group, which includes among its missions the safeguarding of Mayan heritage, educating youngsters about Guatemalan history and defending biodiversity in the country’s rain forest, was at odds with the cereal manufacturer three months ago over alleged trademark infringement. Kellogg had threatened legal action.
The two organizations are birds of a feather now, according to MAI director Clay Haswell.
Kellogg will feature Mayan accomplishments and a link to MAI’s website on boxes of Froot Loops cereal next year, he said. (source)
SAN FRANCISCO (AP) - Kellogg Co. is asking a group working to defend Mayan culture to reconsider its logo, saying consumers can confuse it with Toucan Sam, the mascot of its Froot Loops cereal.
An attorney for the world’s largest cereal maker has sent a letter to the nonprofit Maya Archaeology Initiative saying Kellogg opposes the group’s bid to trademark its logo. The attorney suggests a settlement that would limit the group’s use of the image.
The Maya Archaeology Initiative, based in San Ramon, says there is little similarity. It says its logo is based upon a realistic toucan native to Mesoamerica, while Toucan Sam is a cartoon character with the coloring of Froot Loops.
The organization says that it hopes can resolve the matter with Kellogg, which is based in Battle Creek, Mich. (source)