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SWEDISH ROYAL BIRTH

ROYAL FAMILY

Swedish firms rush to cash in on ‘Estelle’

Companies around Sweden have taken the opportunity to make a quick buck by using Princess Estelle’s name in their trademark applications.

Published: 2 March 2012 14:09 CET
Swedish firms rush to cash in on 'Estelle'

After the name of Sweden’s newest princess was announced on February 24th, a handful of companies jumped at the opportunity to be associated with the heir to the Swedish throne.

“One can assume that this has something to do with the Princess’s birth,” said Stina Lilka of the Swedish Patent and Registration Board (Patent- och registreringsverket – PRV) to the TT news agency.

One example of a patent name, “Estelle of Sweden”, has been registered for products related to make-up, clothes, cutlery, and even textiles, according to a statement from PRV.

Other Swedish companies have applied for patents on items such as drinks and homewares that will be linked to Princess Estelle.

The businesses that have applied for patents are from Stockholm, Malmö, Eskilstuna, Falkenberg, and Huddinge.

But the increased interest in “name” branded items hasn’t stopped at Estelle.

One online seller of home furnishings and tableware, based in Malmö, even went as far as registering products with 16 different names – all of which related to female members of the Swedish Royal Family.

These included, among others, Alice, Astrid, Christina, Désirée, Eleonora, Ingrid, Märta, Lilian, Lovisa, Margaretha, Sophia and Ulrika.

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WORKING IN SWEDEN

Swedish Royal Guards scrap ceremonial helmets over safety concerns

The King’s mounted Royal Guards will no longer be able to wear their iconic ceremonial helmets on parades, after the Swedish Work Environment Authority warned of serious safety concerns.

Published: 7 July 2023 13:53 CEST
Swedish Royal Guards scrap ceremonial helmets over safety concerns

“We take the safety of our employees extremely seriously and we are going to address this immediately,” colonel Stefan Nacksten, head of the Royal Guards, wrote in a statement. 

Employed by the Armed Forces, the Royal Guards are the King’s cavalry and infantry units and are a well-known sight at ceremonies in Sweden, including at the changing of the guard at the Royal Palace of Stockholm every day in summer – a popular spectacle for Stockholmers and tourists alike.

The helmets will no longer be used by Royal Guards on horseback from July 7th, as they do not conform to safety standards for riding helmets, although guards parading on foot will still be permitted to wear them.

They are part of the 1895 parade uniforms and were last modified in 2000. The Armed Forces will now create an entirely new helmet which looks the part, but is also safe for riding.

“We’re working on finding an alternative solution as quickly as possible which meets safety requirements and can also be used during parades,” Nacksten said.

“We’ve been working long-term with this issue but now that it has been assessed [by the Swedish Work Environment Authority] we need to take measures immediately,” he added.

“This is good, and now we’re working to make sure something good comes out of this and we can get a safe riding helmet for parades in place as soon as possible.”

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