The Branding of DROIDs

Right now, two companies are promoting their Google-Android-powered mobile phones as DROIDs. The first is the Motorola DROID, the second being the HTC DROID ERIS.

It struck me as strange that two competing companies would brand their devices so similarly, notwithstanding the obvious tie-in with the Android platform.

As it turns out, “DROID is a trademark of Lucasfilm Ltd. and its related companies. Used under license.” Both the Verizon Wireless online store and the company’s commercials promoting the devices provide this clarification.

So, that answers that question. George Lucas’ Star Wars empire receives a royalty for each DROID-branded device sold and can license the name to whoever it likes.