Mag Bag: Book Publisher Tells Jeep to Choose Other Adventures

Book Publisher Tells Jeep to Choose Other Adventures

A much-publicized campaign for DaimlerChrysler's Jeep Patriot on the theme "Choose Your Adventure" has run afoul of the company that owns the rights to the famous children's books published under a similar name: "Choose Your Own Adventure." Chooseco LLC has filed suit against DaimlerChrysler for trademark infringement, alleging the two slogans are so similar as to be virtually indistinguishable.

The "Choose Your Own Adventure" series, conceived by R.A. Montgomery and originally published by Bantam, has enjoyed success since the first edition appeared in 1979. There are a total of 185 different multi-narrative books that detail adventures ranging from "Journey Under the Sea" to "Rock and Roll Mystery" to "Secret of the Ninja." Many of the books weave educational content about history, natural science and different cultures into the reader-guided plot lines. There were also related series with content suitable for younger readers, Star Wars- and Disney-branded books and horror stories.

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DaimlerChrysler's invitation to "Choose Your Adventure" concerned a comic-book narrative produced in collaboration with Marvel Comics. In it, users could submit their own dialogue and plot lines for a story unfolding online, centered on the Jeep Patriot. The winning submissions will be collected in a 28-page book due out this spring. It gives author credit to the most active, enthusiastic and talented contributors. Jeep plans to mail copies of the book to the first 100,000 people who register to participate.

The suit from Chooseco alleges that the DaimlerChrysler campaign is deliberately playing off the cachet enjoyed by the "Choose Your Own Adventure" brand with men in their 20s and 30s, a generation that grew up with the books. The Associated Press quoted Shannon Gilligan, president of Waitsfield-based Chooseco: "What we feel is that Jeep is trying to piggyback on the really positive associations of adventure and opportunity and choice that the former fans--the original fan base--had associated with "Choose Your Own Adventure." The suit also names BBDO Detroit Inc., Organic Inc., and Marvel Entertainment Inc. as co-defendants.

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