Melinda Jacobs faces backlash from Esmeralda's siblings over her trademark application for 'Lilla hjärtat'. The siblings accuse Jacobs of exploiting their sister's memory for commercial gain, while Jacobs insists her intentions are to protect the name from misuse.
Controversy Over 'Lilla hjärtat' Trademark: Siblings Accuse Melinda Jacobs of Exploitation
Controversy Over 'Lilla hjärtat' Trademark: Siblings Accuse Melinda Jacobs of Exploitation
In a formal protest against Jacobs' trademark application, Esmeralda's siblings speak out for the first time.
As previously reported by Expressen, Melinda Jacobs has applied for a trademark on the name 'Lilla hjärtat' to use it commercially in her own company, including selling beauty products, jewelry, and children's clothing.
The name is already being used in product sales.
Twenty percent of the proceeds from jewelry sales, made with Guldfynd, went to the Lilla hjärtat Friends Association, founded by Jacobs to support foster homes and placed children.
Melinda Jacobs wrote in an email to Expressen that the trademark application aims to protect the name from being used by others.
"It was never a step towards running a commercial business in her name. On the contrary, it was a way to ensure that her memory could not be used by someone else in a context I cannot stand for," she wrote.
Siblings Protest: "Used a Family's Deepest Tragedy"
Now, Esmeralda's biological half-siblings respond in a formal protest to the Patent and Registration Office, which Expressen has reviewed.
"We consider the trademark applicant to be the least suitable person to protect and preserve Esmeralda's memory and integrity given the boundless exploitation the applicant has stood for in this context," they write, among other things.
According to the siblings, since Esmeralda's death in 2020, Melinda Jacobs has made 'Lilla hjärtat' synonymous with their three-year-old little sister. They call her trademark application "cynical business."
The siblings further write that Melinda Jacobs has used 'Lilla hjärtat' to achieve fame and has "used a family's deepest tragedy as her primary source of income."
Since Esmeralda's death in 2020—which led to her biological mother being sentenced to eight years in prison for manslaughter—Melinda Jacobs has started the Lilla hjärtat Friends Association.
Melinda Jacobs' Lawyer: "To Be Preserved with Dignity"
When Expressen reaches Melinda Jacobs, she refers to her lawyer Monica Crusner, who later responds via email.
Crusner writes that the siblings' criticism "shows great misunderstanding."
"Esmeralda lived from birth and for several years with Melinda as her own daughter and part of her family. Of course, Melinda has a very personal and own grief after Esmeralda's passing," writes Monica Crusner.
"Melinda strongly opposes the idea that she has in any way exploited Esmeralda's name, nickname, or memory. She has only wanted to do good for vulnerable children and has never intended to use any of these for personal gain. She is extremely keen that Esmeralda's nickname be preserved with dignity," she continues.
Monica Crusner writes that Melinda Jacobs' application to the Patent and Registration Office was only submitted due to the conflict between her and the board of the Lilla hjärtat Friends Association, as previously reported by Expressen. It was also submitted on the advice of the lawyer.
"To prevent the nickname from being used by people who never had a personal relationship with Esmeralda," writes Crusner.