Toronto company hit with Blue Jays cease-and-desist turns setback into viral collab
A Toronto company says it was ordered to remove a Blue Jays-themed art installation near the Rogers Centre last week after it received a cease-and-desist letter from the team's lawyer. However, the incident has now inspired a new parody collaboration that reimagines the team's slogans and logo.
StickerYou, a Toronto-based printing company specializing in custom stickers, labels, and other personalized products, created a large sticker installation featuring the Blue Jays' players, slogans, and logos to mark the team's historic postseason run.
"To celebrate the Jays getting to the World Series, we wanted to do something creative and fun," said Ira Dubinsky, VP of Marketing at StickerYou.
However, that celebration didn't last long, as the team's lawyers told the company that their installation constituted a trademark violation.
"A lawyer from the Jays and a Toronto police officer showed up and told us to take everything down and served us with a cease and desist letter," Dubinsky said.
"They made us take down all the stickers and destroy them. Seemed a bit heavy-handed and aggressive — we were just trying to do something fun and creative."
The company's experience reflects that of Toronto bar Sneaky Dee's, which was similarly issued a cease-and-desist last week for using the team's logo in social media promotions for its Blue Jays watch parties.
Rather than stepping down, Dubinsky says the company decided to pivot and turn the incident into a creative partnership. They came across the work of artist Alex Nursall, who was making funny Blue Jays parody art, including witty designs like "The Earth Finals" and "Torrano Beisbol Birds," and decided to team up.
The parody line is available as stickers (sold in packs of one, five, 10, 25, or 50), as well as temporary tattoos and fridge magnets.
"It's been great to see all the support from fans on social," Dubinsky told blogTO. In an unexpected turn of events, the company has also partnered with Sneaky Dee's for a collaboration.
"Sometimes what starts as a curveball turns into a home run," the company wrote on Instagram. "Both us and @thesneakydees got a little talking-to from the Jays' legal team when we tried to join the hype — but instead of striking out, it brought two local legends together," announcing that the two businesses will be dropping new merch and stickers for Toronto fans.
In a previous statement to blogTO, the Toronto Blue Jays explained that the team's logo and player images can only be used for promotional purposes by "official club partners," which is standard practice across the sporting and advertising industries.
"We are incredibly grateful for the support of local businesses celebrating the Blue Jays' return to the World Series, including hosting fans for watch parties," the team said. "We are looking forward to continuing to celebrate this historic run with Blue Jays fans and businesses across the country."
StickerYou
