Vivid Entertainment Targets ‘Vivido’ Maker, Distributors

LOS ANGELES — Vivid Entertainment today launched the first legal volley against a Hong Kong-based company that has started selling and distributing adult toys under the “Vivido” brand.

Steven Hirsch, founder and co-chairman of Vivid, said that the adult company recently learned that JM Sunflower Ltd. had begun selling adult toys under the brand on the Internet and through some distributors and also was seeking a “Vivido” trademark for “adult sexual stimulation aids, namely, vibrators.”

As a result, Hirsch said, Vivid has issued cease-and-desist letters to JM Sunflower and to each distributor selling the Vivido line of adult toys. 

“This is blatant trademark infringement that will be aggressively pursued,” said Hirsch, who noted that Vivid was granted a trademark that covered adult toys in 2006. “Vivid has exclusive rights to the Vivid mark for adult toys, including vibrators.”

Hirsch noted that in January, Vivid was awarded a $1 million judgment in Miami federal court against the owners of a Florida exotic dance club who were infringing upon Vivid’s trademark.

Vivid, founded in 1984, has created wide brand-name awareness through its films and marketing and licensing programs.

Vivid-branded products range from adult toys, condoms and apparel to vodka and gentlemen’s clubs. Vivid's movies are seen online, in DVD, VOD and throughout the world on its own network, Vivid TV.