Comment by eqvinox

> Trademarks have categories, e.g. "grocery store", "consumer electronics", etc.; that's what the GP's "also being careful not to overreach its trademark categories" refers to. If they tried to register the trademark for cartoons or animation, they'd likely lose it under some prior preference law.

That's indeed the case, imho.

My experience when involved in product naming was that lawyers tend to very conservative about such things but, yes, in theory if you're clearly an unrelated category you can reuse an existing trademark. Historically, the purpose of trademark was essentially consumer protection to avoid confusion about who made something. It's actually quite different from copyright in that regard.