First let me say I am not a lawyer...but I do deal with naming rights in my job all the time. What I can tell you is registered trademarks are associated to the category of the product. So a candy company can trademark Rollo and someone else in a completely different category (ie. snakes) can trademark the same name as long as they don't compete and you don't attempt to leverage the firsts trademark (by this I mean you cannot refer to, advertise, claim or associate in any way to the candy company or try to profit from the success of the candy company)

Hope this helps

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