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Thermaltake and Mayhems Fighting Over "Pastel" Trademark in the UK

This is still a developing story, however it has matured enough to where we feel confident about discussing it. It kicked off last week when the proprietor of Mayhem Solutions Ltd, better known simply as Mayhems, shared information regarding Thermaltake introducing their own Pastel-branded coolants to be used in the PC DIY water cooling sector. Mayhems has had a trademark registered for this in the UK since 2015, and let Thermaltake know via email to try to reach an amenable solution. Indeed, EKWB and Alphacool had both used the Pastel trademark with Mayhems' permission in the past, some of which also came via using the Mayhems Pastel base under their respective brand names. After word from Thermaltake's legal team, first trying to defend the use of Pastel as a generic term, and then saying that they would work on a compromise, Mayhems told us they have not heard back from the company in over a week since the last correspondence, and are forced to take legal action to prevent Thermaltake P1000 pastel coolants to be sold in the UK.

We wanted to have due diligence in our reporting, and contacted Thermaltake ourselves for a statement. After receiving word that they will send us one, we too have not heard back from the company since. We respect Thermaltake's decision, and are always willing to update this post if they do send us one, but in the meantime we went further. Indeed, a careful look at the trademark (screenshots seen below) confirms Mayhem's legal stance on this matter. However, it is not easy to enforce a trademark in the court. It would be all the more harder to do so when there can be an argument made about the use of the term pastel, which no doubt Thermaltake would argue is not necessarily tied to the coolant, but more as the general term to showcase the various colors and the opaque-nature of said coolants. More on this story past the break, including quotes from retailers we spoke to.
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