The UK’s best-loved murder mystery firm, Red Herring Games, has lost its two-year battle to retain trademark ownership of their brand name in the USA.
“It’s a huge disappointment,” said Jo Smedley, Managing Director of the award-winning UK small business. “Nearly 40% of our customers have been US-based since we began trading in 2007, and up until now we have had no challenges over our brand name in the USA.”
The unique murder mystery company began trading in the UK in 2007, successfully filing for the UK trademark in 2011, at which point the trademark was also available in the USA.
“We always planned to trademark in the USA as well,” said Jo, “but filing for trademarks isn’t cheap and so we ‘kicked it down the road’ until we could afford the expense.”
The first indication Jo had that her company faced a legal challenge was a ‘cease and desist’ email back in June 2020.
“I was working 16-hour days back then, helping all of our customers get access to games they could play on Zoom during the pandemic. Each game needed adjusting to make it work, and there just weren’t enough hours in the day to get the job done. Because I didn’t want to let anyone down, I sat at our kitchen table from dawn until dusk each day adjusting games and answering emails. This email came like a bolt from the blue and was devastating. I remember lying awake all night worrying about it, and have had several sleepless nights since then fretting over the situation.”
“I’ve always endeavoured to treat others how I’d like to be treated myself. Even when the trademarking issue arose, I tried to reach out. The legal team and I met with the theatre group who were trying to obtain the mark to see if we could work out a coexistence agreement, but sadly this proved impossible.”
“It’s extremely upsetting.” said Jo, adding, “I could have understood their reluctance to work with us if I was a faceless, nameless, corporate entity only interested in cash, but I’m just a small independent business like them. What’s really upsetting for me is that I would never have prevented them trading in the USA even if I’d obtained the use of the mark first.”
Quite understandably, Jo feels extremely saddened by the whole experience.
“In the UK, we happily trade alongside many independent murder mystery providers, and we’ve been doing the same in the USA since we launched, often supplying scripts to charities and independent theatre groups hoping to raise funds for their organisations.”
“Because we pivoted quickly during the pandemic, I made time to meet with many murder mystery and theatre groups on Zoom to explain how to run virtual murder mystery events. We supported groups as far away as South Africa as well as in the United States, teaching them how to deliver events on Zoom and redesign their scripts.”
So what next for the UK brand?
“Right now we’re looking at alternative branding options for the USA market,” said Jo. “We’ve built up a great deal of goodwill and have a strong reputation for quality products as Red Herring Games within the USA, so a name change won’t be a business breaker. We have many, many repeat customers who we are sure will stand by us whatever we are called, and we will continue to get word of mouth referrals. Who knows, a name change may even add to our customer base.”
Ever the optimist, Jo Smedley hopes to ride out this particular bump in the road and come back better than before with another trading name that will become synonymous with the quality experience her customers expect from her in the USA.
