Legislation enacted last year to protect companies from cybersquatters has passed a critical test.
A judge from the Southern District of New York recently ordered a pornographic Web site to stop using Mattel's trademark "Barbie" as part of its domain name.
Mattel sued the porn site's parent company, Internet Dimensions for trademark infringement when it discovered the site called Barbiesplaypen.com. The judge issued a cease-and-desist order and the site has shut down.
A Mattel spokeswoman said the company will defend its brand names, even if no complaints have been made by customers.
"For us, it really is about enforcing our rights," said spokeswoman Lisa Marie Bongiovanni. "We have incredible equity in our brands."
While she said she knew of no specific complaints by customers regarding Barbiesplaypen.com, Bongiovanni said Mattel won't risk a customer thinking it sponsors a porn site, or any non-Mattel site. The company will go after anyone who uses a Mattel trademark, she said.