Design protection and 3D trademarks preserve the uniqueness of Aarikka classics

Aarikka wooden jewellery and home decor products are beloved Finnish classics. Iconic items such as Aarikka’s signature elves, the Keisarinna candleholder, and the Pässi ram have brought joy for decades. In collaboration with Berggren, Aarikka has taken comprehensive measures to protect its brand and products, ensuring that these cherished classics remain classics well into the future. 

Aarikka products are designed in Finland and handcrafted with care. The brand, founded by Kaija Aarikka in 1954, is renowned worldwide for its Scandinavian design. In addition to Europe, Aarikka exports its products to markets such as the United States and Japan. Following an acquisition in 2017, Aarikka became a subsidiary of the family-owned company Martinex. 

– All our products feature some form of round shape. Wood and our expertise in shaping it are at the core of our identity. We also embrace a sense of playfulness and a twinkle in the eye. Take our Keisarinna candleholder, for example, which dates back to the 1960s. That era was quite bleak, yet the Keisarinna was adorned with jewellery. Kaija Aarikka believed that even in difficult times, a candleholder could still be decorated. That’s how Keisarinna got its pearl necklace, says Riia Sandström, CEO of Martinex and Aarikka. 

Riia Sandström, Aarikka, CEO

From a licensing house to an IP portfolio owner

Before acquiring Aarikka, Martinex primarily operated as a licensing company. Upon taking over Aarikka, Martinex had to continue the previous owners’ work in protecting the brand and its designs. Intellectual property protection has since become a fascinating aspect of the business. Berggren has played a key role in strengthening Aarikka’s IP portfolio through design protection and trademarks.

– At Martinex, we had always worked with IP that belonged to someone else. With Aarikka, we became owners of intellectual property ourselves. This shift required a new mindset. Over time, I’ve come to realize that we are a 71-year-old company with products that have remained unchanged for over 50 years. It’s our responsibility to safeguard them, Sandström emphasizes. 

3D trademarks protect classic designs

Over the years, Aarikka has taken extensive measures to protect its brand and designs. The Aarikka name was first registered as a wordmark in 1979. One of the latest additions to the IP portfolio is the Aarikka elf, which was registered as a 3D trademark in 2024. Since the product had been on the market for a long time, it was no longer eligible for design protection due to the lack of novelty. Three-dimensional trademarks are rare—less than one percent of all new trademarks are registered in this form. 

– It’s invaluable to have an active partner like Berggren, who brings these opportunities to our attention. We hadn’t even considered a 3D trademark. The idea came up when we celebrated the elf’s 40th anniversary in 2022. There are many types of elves, but this one is distinctly ours. In hindsight, protecting it was an absolute necessity. In fact, I’ve asked Berggren if we could expand the protection even further, Sandström laughs.  

In addition to the elves, the Pässi ram and Keisarinna candleholder have also been registered as 3D trademarks. According to Sandström, Aarikka currently has around ten products protected by either trademarks or design rights. Moving forward, the company intends to focus even more on protecting both new and existing classics when reintroducing them to production. 

– We have protected our hero products—the ones that will remain in our collection for the next 50 years. In addition to preserving old classics, we also hope to create new ones. I’m sure that these future classics are products worth protecting as well, Sandström says. 

– Beyond entire products, we have also sought protection for individual components, such as specific parts used in our lamps. We want to safeguard elements that will be widely used, ensuring that similar parts do not immediately appear elsewhere.  

The growing importance of IP in international expansion

Aarikka has ambitious plans to expand its presence in international markets, making intellectual property protection even more critical. Discussions with Berggren have already included considerations for the U.S. market. 

– If our vision for Aarikka’s future materializes, the importance of IP will only grow, as we’ll have a larger global presence. I’ve gained a better understanding of why intellectual property matters—ensuring we don’t face unfortunate surprises. And if challenges arise, we’ll have the means to defend ourselves, Sandström explains.

– The business landscape has changed. The old-fashioned gentleman’s agreements are a thing of the past. As Finns, we tend to be trusting, assuming that no one would copy our work. But there will always be those willing to operate in the grey area—testing boundaries and asking for forgiveness later, she concludes. 

Berggren is our one-stop partner

Beyond trademarks and design protection, Berggren has supported Aarikka in various legal and contractual matters. Sandström values the ease of reaching out for assistance on a wide range of issues. Internal contract negotiations at Martinex and Aarikka can be particularly demanding, making an expert partner invaluable. 

– Berggren is our one-stop partner. We’ve had intense discussions about the U.S. market, where Berggren’s support has been crucial. They have also helped us with internal legal matters. As a relatively small player, we need to clarify our position in contracts rather than simply accept everything, which could lead to operational challenges later, Sandström stresses. 

– I personally detest 15-page contracts. I believe most agreements could be settled on a single A4, but this industry prefers lengthy documents, she jokes. 

Overall, Sandström describes the collaboration with Berggren as smooth and efficient. She appreciates Berggren’s ability to distil complex issues into clear and actionable insights. 

– I’m a person of action and efficiency. They provide quick responses, and I reply just as promptly. I like how they first give a comprehensive explanation of an issue and then present a clear recommendation on how to proceed. My job is simply to decide whether to follow their suggestion. I appreciate such straightforward and to-the-point communication. I’d give them a perfect score for that, Sandström concludes.