Maybe it's not a trademark any more?

For many companies, the most valuable asset is the firm's intellectual property. (Competitors paid billions for the patent library from a bankrupt Nortel.)

If companies are not seen to be protecting their intellectual property they can often lose it. This happened with Saltines and the word is now a generic term for a a square salted cracker. In the United Kingdom two brand names, Hoover and Tannoy, have become generic terms to describe their categories, vacuums and loudspeakers.

Is this happening to Rollerblade? (Rollerblade is a registered trademark of Tecnica Group S.p.A. - P.IVA 00195810262 ) The alternative, in-line skate, is a bit more awkward. In addition, Rollerblade is so closely associated with the category that virtually all consumer will know what you mean when you use the terms "rollerblade" or "roller blading".

I notice that the Vancouver Public Library (VPL) uses "roller blading" as two words, while the company uses "rollerblade" as one word when referring to the company and the products and uses the term "skating" to define the activity. Is this use of the brand name actionable, as the lawyers might say? Perhaps. If I was Rollerblade I would be contacting the VPL to at least make a show of protecting the brand name.