PreschoolNews.net spoke to Cara Sayer, inventor of the SnoozeShade, about Aldi’s copycat sunshade product which has seen her speaking about copyright infringement to a number of news outlets, including the BBC.
How did you find out about the new product and its similarities to SnoozeShade? How did that make you feel?
“It was a real shock when a customer sent me a photo of the Aldi catalogue and I saw what looked like my product there! Then I got angry at the liberty that had been taken. What is even more alarming is the sheer blatant plagiarism and copyright infringement of my packaging – they have lifted my words (that my mum and I wrote) and taken my graphics and planted them on their product’s box.”
What do you believe are the distinguishing features that make Aldi’s version a copy, while other sunshades on the market are not? How important are those small details?
“It would be too dull to break it down into minute detail but it is an exact copy (albeit a smaller size and lower quality) but what I will say is that if Ford brought out an exact replica of a Ferrari and put a Ford badge on it Ferrari would know. I know my design and there isn’t another one on the market that has the exact same design. I didn’t invent the sunshade but I did invent a unique version. However, I can immediately tell that they haven’t gone to the lengths I do in regards to safety – all my products are designed to be safe enough for a newborn and the Aldi product zip wouldn’t pass muster!”
Have you had much support since you highlighted the issue? What has the industry made of the copyright infringement?
“I have been absolutely blown away by the support for my situation, many other brands have told me they’ve had similar experiences and have been amazing at tweeting and posting on Instagram and Facebook. My customers have also been incredible with their recognition of all the blood, sweat and tears I have invested in bringing SnoozeShade to market. I have also been supported by the media in The Sun, Daily Mail, BBC and Channel 5 News have filmed me today for their news programme.”
What – if anything – do you intend to do about the infringement?
“I have appointed a lawyer and we are following due process.”
Do you have any advice for other designers who may find themselves in this position?
“I think that if it’s a clear case of copying that you should make some noise about it – these big boys won’t stop if no-one says this is not acceptable (I feel like SuperNanny!). Get on social media and embarrass them at the very least!”
