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Matthew P. Hintz

Partner

New Jersey
T: +1 973.597.2596 F: +1 973.597.2597 mhintz@lowenstein.com
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Matthew Hintz likes to talk about trademarks, and he has a lot to say. His practice focuses on trademark and copyright counseling and other intellectual property protection. He advises global and emerging pharmaceutical, beauty and skincare, consumer goods, technology, and other companies, managing their domestic and international trademark portfolios and helping to develop their growth strategies into new domestic and international markets. Matthew also represents private equity firms and other investors in multimillion-dollar acquisitions with significant trademark and copyright portfolios.

His approach is as inventive as it is strategic. When “stromboli” didn’t exist in the United States Patent and Trademark’s ID Manual, he identified a path to get it added, turning a potential obstacle into a lasting change in trademark practice.

Working with both start-ups and multinational brands, Matthew counsels his clients on the clearance of proposed marks, preparation and filing applications, obtaining approvals for applications to register marks with the USPTO and trademark agencies around the world, as well as use of those marks. This includes brand protection and enforcement at the USPTO and other trademark agencies, social media and ecommerce platforms, and domain name disputes.

Matthew’s practice has earned consistent recognition in World Trademark Review 1000 – The World’s Leading Trademark Professionals (WTR 1000) since 2019, a testament to his strategic approach and results-driven counsel. The 2026 guide highlights what sets him apart, noting: “His nuanced understanding of market dynamics and filing strategy translates into clear, actionable guidance that protects and strengthens IP assets.”  

As a recognized thought leader in the trademark community, Matthew is frequently called upon to comment on significant developments in trademark law. His commentary on trademark trends and industry developments appears regularly in legal and trade publications, providing practical insights for brand owners. He has published and spoken on a wide range trademark and copyright topics, including practice changes at the USPTO and other trademark agencies, enforcement strategies with social media and ecommerce sites, trademark and design protections for fashion, personal names as trademarks, television plotlines featuring trademark and copyright law issues, and comparative trademark use requirements outside the United States.

Matthew leads Lowenstein’s LGBTQ+ Alliance to advocate for and education on the community inside and outside the firm.

  • Represented Starface World, Inc., a manufacturer of skincare products and acne solutions known for its iconic star-shaped pimple patch design, on a range of trademark matters including successfully defending an opposition to the STARFACE mark at the USPTO and counseling the company on expanding its trademark portfolio into new international markets as the business grows.
  • Advised Vacation Inc., the award-winning sunscreen company on strategic trademark portfolio filings.
  • Advised a skincare brand with a global retail presence and more than $300 million in business on its comprehensive trademark portfolio strategy, including clearance and global filing of its house mark and key product names, and pursued trade dress protection for the client’s distinctive product packaging in the U.S.
  • Represented Three Dog Brands on trademark portfolio management, including clearance for a logo rebrand and new product launch, and successfully pursued a UDRP proceeding to recover a bad faith domain registered to fraudulently impersonate the brand.
  • Represented Bear Down Brands, the owner of a network of consumer brands, including Bentgo, Brusheez, and Verilux, among others, that focus on premium home, health, and personal care products, on various trademark matters.
  • Advised ADC Solutions Holdings on its trademark portfolio comprised of numerous marks for automotive accessories, consumer electronics, and home and lifestyle products.
  • Developed trademark registration filing strategy and program in the U.S. and overseas for pharmaceutical company's expansion with key branded products.
  • Negotiated favorable settlements in trademark registration opposition proceedings at the USPTO for businesses in a wide variety of industries, including consumer goods and environmental engineering.
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Education

  • University of New Hampshire School of Law (J.D. 2007)

    Rutgers, The State University of New Jersey (B.A. 2000), Art History

Affiliations

  • International Trademark Association
    • Copyright Committee (2022-2025)
    • Sub-Committee Chair, Exceptions & Limitations Sub-Committee (2024-2025)
    • Publications Committee (2018-2021)
    • U.S. Legislation Subcommittee (2014-2017)
  • American Bar Association, Section of Intellectual Property Law (ABA-IPL)
    • Vice Chair, USPTO Trademark Practice and Policy Committee (2023-2024)
    • Chair, USPTO Trademark Practice and Policy Committee (2022-2023)
    • Young Lawyer Action Group (YLAG)
    • Editor-in-Chief, Landslide® Magazine (2020-2021)
    • Editorial Board for Landslide® Magazine (approx. 2013-2023)
    • Chair, Young Lawyer Action Group (YLAG) (2017)
    • Trademark Legislation Committee (approx. 2014-2017)
    • CLE Board (approx. 2014-2016)
    • Liaison to the ABA Commission on Sexual Orientation and Gender Identity (2017-2022)
  • National LGBTQ+ Bar Association
    • Co-Organizer, Intellectual Property Law Institute at Lavender Law Conference (2024-2025)

Admissions

  • New York
  • New Jersey

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