The owner of the trade mark of the Month, Taavi Eelmaa: I protected my trade mark to ensure good plans don't fall apart

16.01.2025 | 10:38

The first trade mark of the month in 2025 is OLEMATUD LOOMAD (English: NONEXISTENT ANIMALS). The trademark belongs to Seljaaju OÜ, a company owned by Taavi Eelmaa, working in the fields of theater and literature.

Such an intriguing name is carried by a unique lecture-performance for children, created in collaboration between Eelmaa, Von Krahl Theater, and visual artist Emer Värk. OLEMATUD LOOMAD combines elements of a fun lecture, theater, animation, cinema, a school lesson, and a recess break.

“The title of the production hints at the content of the lecture-performance. Together with children and artificial intelligence, we will create fantasy animals in real time — animals that don’t actually exist. We’ll explore the concepts of inner and outer worlds, demonstrate how to play and learn with AI, and additionally sing, draw, joke, listen to music, and reflect. We’ll philosophize about the different cultural impacts of a dragon and a hamster, meditate, and learn new words,” Eelmaa elaborates on the layers of meaning behind the trade mark.

As a business owner, Eelmaa acknowledges that artists often struggle to take care of the practical aspects of their work due to excessive sensitivity. However, by viewing their work as a product or service with measurable value and time, it becomes possible to elevate their creations, Eelmaa believes.

“Protecting your trade mark is one way to help an artist focus on what truly matters: being a professional who makes a living from their art,” the artist asserts.

Mari-Epp Tirkkonen

Chief Examiner of the Trade Mark Department