Sandra Bullock sues ToyWatch for using her name in ad for timepiece her character wore in The Blind Side
Timely: Sandra Bullock is suing Toywatch following The Blind Side
Sandra Bullock played a famously indomitable mom in The Blind Side.
Her white watch was a key part of her character's put-together, somewhat gaudy look – bleached hair, expensive labels and a flashy timepiece that sparkled with crystal details.
The ToyWatch soon became popularly marketed online as the Sandra Bullock watch, its sales likely to have been affected by the Oscar-nominated film and its successful leading lady.
But the watch's maker is now seeing something of a backlash. The star is suing the Italian-owned company for using her name and image in its adverts.
The star alleges that ToyWatch USA's use of her name and image infringes her publicity rights and worries the white watch may lead to over-saturation of her commercially valuable name.
At online sales sites including Amazon, the watch is associated with the actress, who claims the watch maker also uses her name on its website.
According to the Hollywood Reporter, the California-based actress last week filed the lawsuit.
Indomitable: Sandra Bullock's character wears a white ToyWatch in the 2009 film, The Blind Side. The actress is suing the watchmaker for publicity rights
It stated that Ms Bullock 'will not voluntarily appear in print or other media for a company or product unless she carefully selects and believes in the company and product, and unless the compensation she receives is commensurate with the value of the exploitation of her name, image, identity, and persona.'
One to watch: Ms Bullock is seeking an injunction and damages
If ToyWatch is found to have negatively impacted the star's name, misappropriating it to its own advantage without any benefit to Ms Bullock, she may win damages and see an injunction placed on the company, which, reports the newspaper, was not available for comment.
The watch – on sale for around $272 –
'features a diamant rotating bezel encrusted with synthetic mineral
glass stones, which is set against a white dial with diamant markers.
'The white plasteramic linked strap securely fastens with a butterfly clasp' according to marketing information.
If the star proves to be as steely as her character in the 2009 football tale, ToyWatch may live to regret its marketing moves.