Chrysler Group is not Choosing Their Own Adventure

By: Lisa Ziegler

Chooseco LLC, a publisher of a popular children's book called "Choose Your Own Adventure" has recently filed a law suit against DaimlerChrysler AG's Chrysler Group division for trademark infringement. According to Chooseco, Chrysler Group's new marketing ad campaign for the all-new 2007 Jeep Patriot with a tagline "Choose Your Adventure" imitates the book title. Chooseco filed the law suit last week U.S. District Court in Burlington, Vermont.

The "Choose Your Own Adventure" children's books series first published by Bantam Books from 1979 to 1998, and currently published by Chooseco. The book has been translated in more than 35 languages and sold about 250 million copies, making the "Choose Your Own Adventure" as one of the most successful book series of all time. Unlike other well known books, "Choose Your Own Adventure" allows the reader to portray the role of the main character in the story. Every action of the reader can change the plot of the story, thus making it more interesting and challenging. According to Chooseco, the online interactive marketing ad campaign for all-new Jeep Patriot called the "Way Beyond Trail" imitates the book's theme.

Meanwhile, Chrysler Group has named their defendants, which include BBDO Detroit Inc., Organic Inc. and Marvel Entertainment Inc. for the case. The Auburn Hills automaker has been also served with a cease and desist request last March 16.

Jason Vines, spokesman for the Chrysler Group said he was shocked when the suit was filed and they parties had been negotiating with Chooseco to reach a settlement, but Gilligan said there had been no negotiations made between the two parties.

Moreover, Vines said Chrysler Group had offered to link the Chooseco's web site to the Jeep site. He said: "Obviously, they're looking for money. We'd offered to link our site, which gets nine katrillion times more traffic, to their site."

Jeep Patriot's "The Way Beyond Trail" marketing campaign has been launch last March 15. It includes 30-second TV spots, print ads, online advertising, product integration, and billboards. The campaign shows the capability and performance of the all-new 2007 Jeep Patriot as well as the quality auto parts like .

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