AMERICAN GIRL vs AMERICAN BOY

patentandtrademark

One company has federal trademark registration for AMERICAN GIRL, registered for clothing, dolls, and other goods and assorted services.  The newcomer company wants a federal trademark registration for AMERICAN BOY for clothing.  These two clothing companies could possibly end up with clothing on the same rack at a retail location.  How likely do you think consumers would be confused into thinking these two companies are affiliated or doing business together?

patentandtrademark

The legal standard is that the perception you need to be concerned with is that of the consumer who buys the stuff - and how likely the consumer is to be confused into thinking the stuff from two different sources appears to be stuff from a single source.