After Sega fans began speculating that Sega’s recently refiled U.S. trademark application for DREAMCAST signaled a relaunch of Sega’s DreamCast video game console. [Sega had exited the console market and has been developing games for other gaming consoles.] In order to set the record straight, Sega of America’s PR director Charlie Scibetta, explains that his company’s re-filing of the Dreamcast trademark was simply to ensure that it maintained control over it:

SEGA has no plans to get back into the hardware business, but we also want to protect our past and current brands. The trademark application was filed to protect our current and potential future use of the word DREAMCAST and to prevent other parties from using it in a way that could be confused or linked with SEGA.

Its new application covers, among other things, “home video game machines; player-operated electronic controllers for electronic video game machines; video game interactive controller, namely, hand held pads, and floor pads or mats; joysticks for video games; computer cursor control devices, namely, computer mouse; flash memory cards”. Of course, in its application, Sega declared that “Applicant has a bona fide intention to use the mark in commerce on or in connection with the identified goods and/or services”.  Mr. Scibetta’s comments clarifying the filing would seem to contradict the bona fide intention to use the mark in commerce.

Sometimes it is important to check with the trademark department before issuing public statements concerning trademarks.