Uhhuduur reached a wider audience through the ETV television series “Ehh, uhhuduur” as well as several books. Today, Uhhuduur is protected as a trade mark for a wide range of goods and services (e.g. clothing, food products, catering, culture and education), which provides the confidence to operate on a broader scale.
The trade mark has six equal owners: Mart Kuusk, Hannes Hanso, Priit Kuusk, Tanel Rütman, Kristjan Prii and Liivo Niglas.
Hannes Hanso says that the name Uhhuduur was born on the road: the expression “ehh, uhhuduur” was discovered by Tanel Rütman on a torn page from a Mongolian newspaper lying on the floor of a train compartment. “To this day, we don’t know what it means. I’ve asked several Mongolian friends – they don’t know either!”
Speaking about trade mark protection, Hanso says it offers an opportunity to truly start doing something with the name. According to the men, having multiple owners has not caused tensions among them. “There are six of us who own the name, so coordination is of course necessary,” Hanso admits.