Brian Cronin, Comic Book Resources; COMIC LEGENDS: WHY CAN’T BATMAN’S BUTTON APPEAR IN EUROPE?
"It all goes back to Franklin Loufrani, a Frenchmen who trademarked the famous “Smiley” face in Europe in the early 1970s. It had been around before that in the United States, but no one had bothered to trademark it. Franklin Loufrani did, though, as he used it in his newspaper. He then formed a company, the Smiley Company, to manage the trademark. When his son took it over in 1996, he really began to push the trademark and made the company a very successful company through the licensing of the trademarked image in Europe.
In the United States, though, the Smiley face had been used for years in various places. Wal-Mart, in particular, used it all over their stores. In 1997, Smiley Company tried to begin enforcing their trademark in the United States, which led to a long, drawn-put lawsuit with Wal-Mart. Wal-Mart even began to phase out the Smiley Face mark from their stores because they believed that they would ultimately lose (or, if they DID lose, they didn’t want to be unprepared).
In 2008, however, a United States Patents and Trademark Court ruled that the Smiley face mark was too generic to be trademarked and that the mark was in the public domain in the United States, which is how it had been treated for years up until that point. However, the mark remains protected by EUROPEAN trademark law."
Any individual who is an active member in good standing of the highest court of any State may represent others before the USPTO in trademark matters. Attorneys are not required to apply for registration or recognition to practice before the USPTO in trademark matters. See 37 C.F.R. §§ 2.17; 11.1; 11.14. Subject to limited exceptions, individuals who are not active U.S. attorneys may not represent others before the USPTO in trademark matters. All individuals who represent others before the USPTO are subject to the disciplinary jurisdiction of the USPTO. See 37 C.F.R. § 11.19.
Becoming a trademark attorney
As noted above, U.S. attorneys need not apply for registration to practice trademark law before the USPTO. If you are a law student interested in becoming a trademark attorney, you may want to consider participating in the USPTO’s Law School Clinic Certification Program. Only law students enrolled in the clinic program at a participating law school may receive limited recognition to practice in trademark matters."