.mrmuscle
| Status: | Proposed |
| Registry Provider: | Verisign |
| Type: | Brand TLD |
| Priority #: | 470 - Johnson Shareholdings, Inc. |
More information: 
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.mrmuscle is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Johnson Shareholdings, Inc.[1]
Application Details
The following is excerpted from the applicant's response to question # 18:
"Johnson Shareholdings, Inc.’s (“Johnson Shareholdings”) parent company, S.C. Johnson & Son, Inc. (“SC Johnson”), is a leading global manufacturer of household brands with operations in more than 70 countries and products sold virtually in every country around the world. As a family company with 125 years of history, SC Johnson employs nearly 13,000 people globally and generates more than $9 billion in sales annually.
SC Johnson markets a variety of home cleaning, pest control, air care, home storage, and shoe care products. SC Johnson’s product portfolio includes global brands such as Pledge®, Duck®, Mr. Muscle®, Windex®, Scrubbing Bubbles®, Glade®, Raid®, OFF!®, Baygon®, Kiwi® and Ziploc®. In all of its global operations, SC Johnson maintains its focus on environmental sustainability and its role as a community leader, as well as striving to create a positive work environment for its employees.
Recognizing the potential dynamic evolution of a .MRMUSCLE gTLD as a trusted brand namespace, SC Johnson has decided to use a wholly owned subsidiary, Johnson Shareholdings, as the entity to file this application and bring the .MRMUSCLE gTLD to market.
Through a unified approach, Johnson Shareholdings intends to submit eight gTLD applications. In addition to .MRMUSCLE, Johnson Shareholdings is submitting applications for .scjohnson, .rightathome, .glade, .off, .raid, .duck, .afamilycompany.
SC Johnson’s Mr. Muscle® brand lineup includes products for bathroom and toilet cleaning, glass and surface cleaners, floor cleaners and polishes, kitchen cleaners and degreasers, and other home cleaning products. Known throughout the world as “Mr. Muscle” or “Mr. Musculo,” these products are sold in Europe, Asia, Latin America, and Africa. Similar SC Johnson products are marketed in other parts of the world under the Duck® and Scrubbing Bubbles® brands.
The intended future mission and purpose of the .MRMUSCLE gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by SC Johnson for SC Johnson’s customers, and Internet users in general.
Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of gTLDs. The .MRMUSCLE gTLD is intended to be one of those .BRAND gTLDs, with the goal of protecting SC Johnson’s online presence and identity; expanding its marketing and promotion efforts with a focus on Mr. Muscle® products; providing a secure channel for Mr. Muscle® and other SC Johnson products and services; and offering a platform through which to consolidate many of the intellectual property activities of SC Johnson.
Johnson Shareholdings intends to initially limit registration and use of domain names within the .MRMUSCLE gTLD to SC Johnson and its qualified subsidiaries and affiliates. This initial limited use will allow Johnson Shareholdings to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt Johnson Shareholdings from its annual Code of Conduct Compliance requirements."