Japanese tech company Crypton Future Media (“Crypton”), came into the world spotlight when it released its singing voice synthesizer software (a software that enables users to synthesize human singing by typing in lyrics and a melody) and virtual singer, “Hatsune Miku”. As Hatsune Miku’s global popularity grew, so too did Crypton’s intellectual property (IP) portfolio.
Thanks to WIPO’s Madrid System, Crypton has been able to fend off competitors threatening to misuse its IP assets abroad, by securing international trademark protection of Hatsune Miku in multiple target markets, in an easy and cost-effective way.
Bringing sound innovation to the world
Crypton started out life in Sapporo as a “trading house for sounds”, selling sound effects and other audio clips from sources worldwide. The company gradually extended its digital content lineup, exploring – and further expanding into – the sound innovation ecosystem.
- In 2007, Crypton released its own singing voice synthesizer software and the virtual singer, “Hatsune Miku”, literally translated as “the first sound from the future”. It was a huge success in Japan, and Crypton soon found themselves entering the world of character licensing for their pop star.
- In 2014, Crypton launched “Miku Expo”, a series of world tours starring hologram pop star, Hatsune Miku. Some 68 cities across 30 countries have so far hosted Augmented Reality concerts featuring Hatsune Miku.
Today, Hatsune Miku serves as the basis for a huge variety of works, produced by an ever-increasing number of digital content creators, really helping them to bring their creations to life.
Fueling creativity
Crypton’s mission is to empower digital content creators – at home and abroad – by providing them with both essential technology and services to fuel their creativity, and the infrastructure they need to bring their work into the public eye.
In addition to licensing out characters, the company today offers more than 30 million pieces of sound content, as well as speech-related technologies, and a music distribution platform.
WIPO’s Madrid System – Crypton’s strongest ally abroad
Global recognition has of course been a good thing for Crypton – more and more digital creators are using the Hatsune Miku character in their content production! As a result, IP protection has become a key ingredient of the company’s business strategy – not just copyright but, importantly, trademarks.
“International trademark registrations are highly effective in cutting down on pirated products and deterring unauthorized third-party applications.”
Crypton
In 2010, Crypton discovered that a competitor had filed a trademark application for the Hatsune Miku logo abroad. Crypton’s national trademark registration wasn’t enough to keep their assets safe further afield! That’s when Crypton’s IP agent told them about WIPO’s international trademark system – the Madrid System.
The Madrid System can be an effective ally for smaller businesses like Crypton, providing them with a centralized and streamlined solution to securing trademark protection in multiple target markets simultaneously.
By October 2010, Crypton had its first international trademark registration, securing protection in the European Union, Mexico, Singapore, and the United States of America! Through a second application, registered in 2014, and covering a wider range of goods and services, the company also secured protection in Canada, the Russian Federation and Türkiye.
As its potential global market grows, so too can the coverage of Crypton’s international trademark registrations, thanks to the Madrid System’s “Subsequent designation” service.
“We need to protect our brand in many countries and regions. The Madrid System has made it extremely simple for us to do this by filing a single application for an international trademark registration. The System is a big help to smaller companies like Crypton, saving us time and money.”
Crypton
And, the benefits don’t end at the filing stage! The Madrid System lets you manage – modify, expand, renew and more – your global trademark portfolio through one centralized gateway, eMadrid.
Close up on goods and services
Although Hatsune Miku is a mascot character, designed for use on the packaging of Crypto’s singing voice-synthesis software, the Chinese, Japanese and Latin versions of the name “Hatsune Miku” are protected in a whole range of goods and services, from musical instruments and entertainment to clothing, figurines and more.
Crypton’s advice to you?
“When you file an application, it’s important to specify goods and services in a way that does not cause registration problems in the jurisdictions where you are seeking protection. Receiving a notice of refusal often requires a response by a local agent, which can mean you lose out on some of the financial benefit of the Madrid System! The Nice Classification really helped us with this.”
Tip! Using the Goods & Services Manager available under eMadrid, you can select from hundreds of thousands of terms to build and check your list of goods and services. It helps you to avoid potential refusals from designated Madrid System Members, saving you time and money!
A final word from Crypton
“Nowadays – particularly when it comes to services provided via the Internet – it often takes only a single trigger to cause explosive growth in brand recognition. Any entrepreneur contemplating registering a trademark domestically should seriously consider making simultaneous use of the Madrid System.”
You can find out more about Crypton’s international trademark registrations (1062419 and 1251590) in Madrid Monitor available under eMadrid.
About the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks in up to 130 countries by filing one application and paying one set of fees.
