As the folks at the Hershey see it, the shape of the company's signature chocolate bar isn't just an ordinary rectangle made up of 12 smaller rectangles, but rather is an iconic and memorable design that immediately triggers association in consumers' minds with Hershey products. So when Williams-Sonoma started to market a brownie pan in the shape of a chocolate bar, Hershey's lawyers went to court claiming purposeful infringement on their trademark and seeking an injunction to block any further sales.
Hershey Seeks Injunction to Block Chocolate Bar-Shaped Brownie Pan
The Legal Intelligencer
May 18, 2010