Walter Frederick Morrison disc more cheaply. In 1955, he and Lu designed the Pluto Platter, the archetype of all modern flying discs. On January 23, 1957, they sold the rights for the Pluto Platter to the Wham-O toy company. Initially Wham-O continued to market the toy solely as the "Pluto Platter", but by June 1957 they also began using the name "Frisbee" after learning that college students in the Northeast were calling the Pluto Platter by that name. Morrison also invented several other products for Wham-O, but none were as successful as the Pluto Platter. Morrison and his wife, Lu Nay Morrison had
Generic trademark "escalators", and a valuable trademark was lost through "genericization". The pharmaceutical industry affords some protection from genericization of trade names due to the modern practice of assigning a nonproprietary name for a drug based upon chemical structure. Brand-name drugs have well-known nonproprietary names from the beginning of their commercial existence, even while still under patent, preventing the aforementioned problem of "no alternative generic name for the idea readily coming to mind". For example, even when Abilify was new, its nonproprietary name, Aripiprazole, was well documented. Another example is Warfarin, which was known as an ingredient in rat poison before it