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Mark His Words

Leo protects his good name.

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Gossip columnists, take note: from now on, Leonardo DiCaprio would like to be known as Leonardo DiCaprioTM. Hollywood's most bankable name has petitioned the U.S. Department of Commerce to have his name trademarked. In a February filing with Commerce's Patent & Trademark Office, the 24-year-old actor sought the trademark in the "entertainment services" classification. On July 22, DiCaprio's application received a preliminary approval following a review by a government attorney.

It's not clear from the application what advantage the young star hopes to gain from such a move, and a check of trademark records shows that the current branding craze has not led other well-known actors -- like, say, Tom Cruise, Harrison Ford, and Tom Hanks -- to seek to add a tm to their valuable names.

DiCaprio also stands out among the members of the so-called Pussy Posse, his rambunctious crew of New York pals. Friends like the rapper Q-Tip, film director Harmony Korine, and actor Tobey Maguire are all currently tm-challenged (though if Q-Tip seeks a trademark, he might run up against the folks at Chesebrough-Pond's, manufacturers of America's leading cotton swabs). But as for the alluring and alliterative Pussy Posse handle, well, that trademark is available for the asking.

For more intriguing documents, visit 'The Smoking Gun' online at thesmokinggun.com.


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