• New York Times, Thursday, December 9, 2010 9:06 AM

At the Waldorf-Astoria in New York on Wednesday morning, Brands USA Holdings put up for auction 170 product and corporate names that are no longer being used, including: Meister Brau beer, Snow Crop frozen orange juice, the Kuhn Loeb and Shearson brokerage firms, Allsweet margarine, Lucky Whip dessert topping, Mum and Stopette deodorants, Collier's and Saturday Review magazines, Computer City and Phar-Mor.

The highest bid, $45,000, was submitted for Shearson, followed by $32,500, for Meister Brau; and $30,000, for Handi-Wrap plastic wrap. Several names, including General Cinema, Homestake Mining and Victrola, went for $1,000 apiece, and some, like Allied Signal and American Petrofina, were sold at two for $1,000.

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