The use of artists’ names, fictional characters’ names or titles of art works is a common practice in the trademark world. Tarzan, Van Gogh and Star Wars are inhabitants of trademark registers across different jurisdictions. The reasons for this are fairly obvious. Such names are recognizable and impregnated with reputation; they convey positive notions and have an aura of exclusivity to them. Aside from that, applicants who request these marks are often owners of different direct rights (i.e. copyright) or have other vested interest in them. One could say they are the “rare Pokemons” in the trademark universe. Their owners are inclined to use them across a wide range of goods and services. Therefore, one can find trademark registrations as “Batman” for lip balm (EUTM 000038125) or “Rembrandt” for toothbrushes (EUTM 000194613). This approach is easily applicable as, from a trademark law point of view, such marks are by their nature distinctive and non-descriptive. However for certain types of goods and services this does not necessarily apply. These are the goods and services which have ‘subject matter’.