Today’s LA Times features an op-ed article in which the writer takes Marvel (and DC) to task over their ridiculous trademarking of the wird “super hero.” The impetus for the piece, and for a recent blog-swell of commentating on this abuse of the trademak system, is a current exhibit at the California Science Center which features scientific explanations for Marvel super heroes’ powers - all of the advertising has featured the little ™ after the term “super hero.” Of course, I still plan on visiting the exhibit as soon as I get a chance…

The lesson is in the giant sign looming over the center’s entrance archway: “Marvel ® Super Heroes(TM) Science Exhibition.” The “TM” stands for trademark, signifying that Marvel is claiming exclusive rights to use the term “super hero” as a marketing term for, well, superheroes. The company and its largest competitor, DC Comics, jointly obtained the trademark from the federal Patent and Trademark Office in 1981.

The government’s action means that any company wishing to market a comic book, graphic novel or related item with any variation of “super hero” in the name or title must get permission from Marvel and DC. Dan Taylor, the Costa Mesa-based creator of the “Super Hero Happy Hour” comic, learned about this absurdity two years ago when he was contacted by lawyers for Marvel and DC, prompting him to rename his series to the more pedestrian “Hero Happy Hour.”

The notion of superheroes goes back at least to 1938, when Superman made his debut in Action Comics. The term’s first commercial use, the trademark holders say, was in 1966. Still, it’s hard to think of “super hero” as anything more than a description of the entire category of characters, not a particular brand. As a familiar DC series so aptly puts it, there is an entire legion of superheroes, and their ranks extend far beyond the rosters created by those two companies.

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