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‘Duh, Winning’: Sheen moves to trademark phrases

‘Duh, Winning’: Sheen moves to trademark phrases

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LOS ANGELES — Not everyone may have Charlie Sheen’s “Adonis DNA” but people may soon be able to wear it, chew on it, drink it and experience it in a videogame.

Within two weeks of Sheen’s firing from television’s top-rated comedy, a company with ties to the actor applied to trademark 22 of his catchphrases, including “Duh, Winning,” “Vatican Assassin,” “Tiger Blood” and “Rock Star From Mars.”

The former “Two and a Half Men” star introduced the world to many of the phrases during a media blitz in February and early March that Sheen dubbed a “Media Tsunami.” That trademark is still up-for-grabs, but the applications point to a possible merchandising blitz.

The phrase, “I’m not bi-polar, I am bi-winning,” could end up on cell phones, in comic books, on wallets, purses, stickers and pens and pencils. Other potential items where the phrases may be emblazoned include bras, pens and pencils, pet foods and even alcoholic drinks.

There may even be something for gamblers — “Winning” could end up on slot machines.

Sheen’s spokesman, Larry Solters, said Tuesday that how the trademarks are used if they are approved will be determined later.

Records show Hyro-gliff, a California company formed last month, filed trademark applications between March 19 and 22. In filings, the company lists its address as the offices of Sheen’s attorney, Marty Singer, who is pursuing a $100 million lawsuit against Warner Bros. and “Men” creator Chuck Lorre.

The company also applied to trademark Sheen’s name and signature, as well as his nicknames for his home (Sober Valley Lodge) and his girlfriends (Sheen’s Goddesses.)

A pair of applications cover the title of the actor’s current stage show, seeking protection for the phrases “Violent Torpedo of Truth” and “Defeat is Not an Option.”

The filings do not guarantee that any of the products will ever be made, but if approved they will protect Sheen’s name and interests from others who try to make merchandise from his sound bites.

There’s already plenty of competition for Sheen-isms. Two other people sought to trademark “Adonis DNA” before Sheen, listing potential uses on clothing and as a nutritional supplement. Thirteen others, including Jimmy Buffett’s company, have sought to trademark “Tiger Blood” for use on nutritional and alcoholic drinks.

If Sheen gets the trademarks, it could help fill some of the financial void left by his firing from “Men,” which reportedly paid him $1.8 million per episode.

The actor has already been selling T-shirts and other merchandise on his website using some of the phrases. That would give him an advantage in claiming trademark rights, said attorney Aaron Moss, a partner with the firm Greenberg Glusker, which specializes in intellectual property cases.

Sheen’s distinctive use of some of the phrases will also fend off competitors. “He has become solely identifiable as the source of these catchphrases,” Moss said.

It could take a year or more for the government to register the trademarks, but the fact Sheen is selling merchandise with the phrases protects his interests, Moss said. “He’s going to have a much stronger claim to those trademark rights than any third party,” he said.

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