Mattel, Inc. v. MCA Records, Inc. might be called Speech-Zilla meets Trademark Kong. Mattel has since released a promotional music video of the song (with modified lyrics) on the official Barbie web site in 2009, as part of a marketing strategy brought in to revive sales. Mattel, Inc. v. MCA Records, Inc. Mattel v. MCA Records, 296 F.3d 894 (9th Cir. 2002), was a series of lawsuits between Mattel and MCA Records that resulted from the 1997 Aqua song, "Barbie Girl". The case was ultimately dismissed. On December 5th 2000, Mattel sued MCA Records, the recording company of Aqua, saying the song violated the Barbie trademark
Umbrella brand of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines (e.g. brand extension). Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names--dual branding strategy--by practitioners in China for the Minute Maid Orange Pulp juice drink launch. "A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A