body: We were just having a discussion whether [Lush's naming of a mouthwash as "Pan Galactic Gargle Blaster"](https://uk.lush.com/products/new-products/pan-galactic-gargle-blaster) is benefiting from the popularity of the Hitchhikers Guide to the Galaxy series, which led to the intellectual property concerns behind this. My two questions are:
  1. Could the Adams estate legally challenge Lush in any way, for use of this name?
  2. Would Lush be able trademark the name, given they are actually trading a product with that name?
  
  
  I'm in the UK, but I'm sort of interested whether there are any interesting interactions of this sort between IPR law and products in works of fiction anywhere in the world.
  
  
  
title: Can you trademark a proper noun from a work of fiction?