The road to XBOX ONE. Follow the journey

Asda slogan row for Green Man Gaming

Ben Parfitt
Asda slogan row for Green Man Gaming

Digital and retail have finally come to loggerheads… over a slogan.

Digital specialist Green Man Gaming has taken umbrage over Asda’s new pre-owned offer, which operates under the heading: ‘Buy, Play, Trade.’

The folk at Green Man feel this is too similar to its slogan, ‘Load, Play, Trade’. The firm has now issued a cease and desist to the supermarket giant, barely two weeks after the Wal-Mart-owned retailer rolled-out second-hand to 234 stores.

Sheridans law firm is representing Green Man Gaming. Partner Alex Chapman told MCV: “Green Man’s position is that Asda’s use of a slogan which is very similar to its own unique trade-in system is ‘passing off’. When a company like Green Man uses a slogan for a period of time and develops brand recognition around it, it can be very damaging for a larger company to use a similar slogan for a similar business.”

But Asda has shrugged off the allegation. A spokesperson said: “We are aware Green Man Gaming has sent a cease and desist to Asda over the ‘Buy, Play, Trade’ name.

“Although this is a private matter between ourselves and Green Man Gaming, we feel that our use of the
phrase ‘Buy, Play, Trade’ in relation to pre-owned games has not been historically limited to the use of a single retailer and our slogan is sufficiently different anyway.”


Tags: pre-owned , asda , green man gaming , buy play trade , load play trade , slogan

Follow us on

  • RSS