Wolf Files: The Selling of TV Catchphrases

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Riley was no longer coaching the Lakers in 2002 when his old team finally three-peated, but industry sources estimated that $3 million in merchandise would net Riley about $150,000 in royalties. Whining Over Trump Wine

Trump wants to slap "You're Fired!" on clothing and casino souvenirs. But it's increasingly difficult to earn a trademark. Several other companies have already registered the expression, including a Chicago-based potter who has been marketing her own "You're Fired" ceramics since 1997.

Other would-be entrepreneurs are hoping to register the rights for "You're Fired!" wine and "You're Fired!" luggage. Should they be successful, we can only assume what Trump will be telling his attorney, whether or not he has a trademark on the phrase.

With Trump in legal limbo, let's take a look at how some of Hollywood's most favorite catchphrases have been trademarked. 1. Heeeeeere's Johnny: Former Tonight Show announcer Ed McMahon saw his famous "Heeeeeere's Johnny!" introduction morph into Jack Nicholson's psychotic version in The Shining. But here's something even scarier — the "Here's Johnny" portable chemical toilet.

The trademarked toilet, introduced by a Michigan company in 1976, failed to be a royal flush, but it might have been a good place to dispose of your "Here's Johnny" cologne — which was trademarked two years later — and also quickly disappeared. 2. Eat My Shorts: In 1987, two years before The Simpsons hit the air, America had already heralded the new era with "Eat My Shorts" underwear.

Eat My Shorts Inc., a clothes manufacturer in Florida, may have jumped on the Bart bandwagon early, when Springfield's golden boy was making appearances on The Tracey Ullman Show.