Bluefield Daily Telegraph, Bluefield, WV

Latest Updates

November 30, 2012

WVU sees record-setting royalties from logo use

CHARLESTON, W.Va. (AP) — From T-shirts to shoes to bouquets of roses, it seems almost everything is available with a West Virginia University logo.

T-shirts continue to be the biggest-seller, said Marsha Malone, WVU's director of trademark licensing. But traditional gear is just the beginning for fans who want to proclaim their college allegiance.

TOMS Shoes is globally recognized for its "One for One" movement, donating a pair of shoes to a child in need for every shoe purchased. WVU fans can buy a pair of TOMS that feature the school's gold-and-blue with the "Flying WV" logo on the box.

The FTD Rose Program offers distinctive, stem-dyed, blue-and-gold bouquets of 12 to 24 roses, displayed in an etched vase and shipped in a WVU gift box.

Other products adorned with WVU insignia range from duct tape to a toaster to mailbox decals. There's a cuddly Pillow Pets-brand black bear wearing a coonskin cap and plush blue and gold jersey.

Expected soon: gloves with touch-screen fingers.

It's all regulated by WVU's trademark licensing program, which grossed a record-setting $3.5 million in royalties in the 2011-2012 financial year.

"Royalty revenues generated from the sale of officially licensed WVU merchandise help fund university marketing initiatives and provide support for WVU athletic scholarships," Malone said.

Malone said the WVU trademark-licensing program began in the mid-1980s with the registration of four trademarks: "West Virginia University," the WVU Seal, the Mountaineer Mascot and the "Flying WV" logo.

The university's portfolio of trademarks has grown over the years. It now includes "West Virginia" when used in reference to WVU, "Mountaineers," ''WVU," ''Let's Go Mountaineers!" and "Gold Rush."

Text Only
Latest Updates