Little Trees
Encyclopedia
Little Trees are disposable air freshener
s in the shape of a stylized evergreen
tree, marketed for use in cars. They are made of a material very similar to beer coaster
s and are produced in a variety of colours and scents. They are most commonly seen hanging from rear-view mirror
s on front windshields.
These air fresheners were invented in 1952 in Watertown, New York by Swiss-born Canadian businessman Julius Sämann
. They are manufactured in the US by the Car-Freshner corporation. A handful of companies in Europe produce Little Trees under license from Car-Freshner, using the names Magic Tree (UK, Ireland), Wunder-Baum (Sweden, Germany, Netherlands, Norway, Finland, Denmark), and Arbre Magique (France, Italy, Spain, Portugal).
Little Trees are often promoted through motorsports. In 1986, Little Trees became a sponsor of Formula 3 racing in Italy. Little Trees has been a sponsor of Porsche Motorsport
in Germany. In the US, Little Trees currently sponsors NASCAR
driver Mike Olsen.
The trees feature prominently in the movies The Fisher King
, Seven
, and Repo Man. In Sweden the Wunder-Baum brand is sometimes associated with the raggare
culture.
In 2002, Car-Freshner sued Rite Way Wholesale and Distributors, Inc. of New York for importing and distributing a "vanilla-scented tree shaped air fresheners with a patriotic design". As a result of the judgement, the defendants were requeired to surrender their entire inventory to the plaintiffs for destruction, and were required to pay an unspecified penalty.
In 2006, they sued Dale Detwiler (owner of the Austin-based Corndog Cards & Novelties) after Detwiler company produced holiday greeting cards that bore a glow-in-the-dark image of a scratch-and-sniff tree-shaped air freshener.
In 2006, they won a suit against UK-based Tetrosyl Ltd for producing a tree-shaped air freshener that "included snow, flashing lights, the shape of a tub at the bottom".
In 2009, they sued Getty Images
for unauthorized use of its tree-shaped air fresheners in a series of stock photographs.
Julius Sämann Ltd filed a complaint with the Norwegian Industrial Property Office
(NIPO) against Bulgarianhttp://kras.net/companies_detail.php?lang=2&m_id=4349 air-freshener manufacturer Balev Eood for producing an aircraft-shaped air freshener which was somewhat similar in shape to their trademarked fir tree shape. NIPO rejected the complaint, and the Board of Appeal upheld the decision in January 2011.
In 2011, Car-Freshner sued Beck & Call for producing a similar line of tree-shaped promotional air fresheners.
Air freshener
Air fresheners are consumer products used in homes or commercial products used in restrooms that typically emit fragrance. There are two broad air freshener categories: continuous action and instant action...
s in the shape of a stylized evergreen
Evergreen
In botany, an evergreen plant is a plant that has leaves in all seasons. This contrasts with deciduous plants, which completely lose their foliage during the winter or dry season.There are many different kinds of evergreen plants, both trees and shrubs...
tree, marketed for use in cars. They are made of a material very similar to beer coaster
Beermat
A coaster, drink coaster, beverage coaster, or beermat, is used to rest beverages upon. The main purpose is to protect the surface of a table or any other surface where the user might place their beverage....
s and are produced in a variety of colours and scents. They are most commonly seen hanging from rear-view mirror
Rear-view mirror
A rear-view mirror is a mirror in automobiles and other vehicles, designed to allow the driver to see rearward through the vehicle's backlight ....
s on front windshields.
These air fresheners were invented in 1952 in Watertown, New York by Swiss-born Canadian businessman Julius Sämann
Julius Sämann
Julius Sämann was a perfumist and chemist who invented many everyday items, including Little Trees pine-tree-shaped air fresheners in Watertown, New York in 1952.-References:*...
. They are manufactured in the US by the Car-Freshner corporation. A handful of companies in Europe produce Little Trees under license from Car-Freshner, using the names Magic Tree (UK, Ireland), Wunder-Baum (Sweden, Germany, Netherlands, Norway, Finland, Denmark), and Arbre Magique (France, Italy, Spain, Portugal).
Little Trees are often promoted through motorsports. In 1986, Little Trees became a sponsor of Formula 3 racing in Italy. Little Trees has been a sponsor of Porsche Motorsport
Porsche in motorsport
Porsche has been successful in many branches of motorsport of which most have been in long distance races.Despite their early involvement in motorsports being limited to supplying relatively small engines to racing underdogs up until the late 1960s, by the mid-1950s Porsche had already tasted...
in Germany. In the US, Little Trees currently sponsors NASCAR
NASCAR
The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...
driver Mike Olsen.
The trees feature prominently in the movies The Fisher King
The Fisher King (film)
The Fisher King is a 1991 American comedy-drama film written by Richard LaGravenese and directed by Terry Gilliam. It stars Jeff Bridges, Robin Williams, Mercedes Ruehl, Amanda Plummer and Michael Jeter...
, Seven
Seven (film)
Seven is a 1995 American thriller film, which also contains horror and neo-noir elements, directed by David Fincher and written by Andrew Kevin Walker. It was distributed by New Line Cinema and stars Brad Pitt, Morgan Freeman, Gwyneth Paltrow, R...
, and Repo Man. In Sweden the Wunder-Baum brand is sometimes associated with the raggare
Raggare
Raggare is a subculture found mostly in Sweden and parts of Norway, Finland, Denmark, Germany and Austria...
culture.
Trademark
Car-Freshner fiercely defends its trademark on it tree-shaped air freshener design, and in recent years has filed several lawsuits against makers of lookalike products, and against companies that use their products in other commercial media.In 2002, Car-Freshner sued Rite Way Wholesale and Distributors, Inc. of New York for importing and distributing a "vanilla-scented tree shaped air fresheners with a patriotic design". As a result of the judgement, the defendants were requeired to surrender their entire inventory to the plaintiffs for destruction, and were required to pay an unspecified penalty.
In 2006, they sued Dale Detwiler (owner of the Austin-based Corndog Cards & Novelties) after Detwiler company produced holiday greeting cards that bore a glow-in-the-dark image of a scratch-and-sniff tree-shaped air freshener.
In 2006, they won a suit against UK-based Tetrosyl Ltd for producing a tree-shaped air freshener that "included snow, flashing lights, the shape of a tub at the bottom".
In 2009, they sued Getty Images
Getty Images
Getty Images, Inc. is a stock photo agency, based in Seattle, Washington, USA. It is a supplier of stock images for business and consumers with an archive of 80 million still images and illustrations and more than 50,000 hours of stock film footage...
for unauthorized use of its tree-shaped air fresheners in a series of stock photographs.
Julius Sämann Ltd filed a complaint with the Norwegian Industrial Property Office
Norwegian Industrial Property Office
The Norwegian Industrial Property Office , also known as Norwegian Patent Office , is a government agency responsible for registration of patents, trademarks and design in Norway. The agency is subordinate the Ministry of Trade and Industry and located in Oslo...
(NIPO) against Bulgarianhttp://kras.net/companies_detail.php?lang=2&m_id=4349 air-freshener manufacturer Balev Eood for producing an aircraft-shaped air freshener which was somewhat similar in shape to their trademarked fir tree shape. NIPO rejected the complaint, and the Board of Appeal upheld the decision in January 2011.
In 2011, Car-Freshner sued Beck & Call for producing a similar line of tree-shaped promotional air fresheners.