Max Brenner is a bald man who makes chocolates. “Chocolate by the Bald Man” began in Israel; in 2006, a shop opened near Union Square in Manhattan.
 
Max Brenner’s is not the world’s first “chocolate bar”—there have been others in Boston, Houston, Kuwait and even New York City.
     
       
New York Sun
Israeli Culinary Chains Arrive in New York
By JAYANTHI DANIEL
August 2, 2006
(...)
Max Brenner Chocolate — otherwise known as “Chocolate by the Bald Man”— is a Willy Wonka–worthy chocolate store, 5,000 square feet and stocked with a dizzying array of desserts. Mr. Brenner’s first American store and restaurant opened last Thursday on Broadway just south of Union Square, and he plans to open another location on Second Avenue and 9th Street at the end of August. Founded in 1996, the chain includes five stores in Israel.

Mr. Brenner, 38, the bald head behind the brand, is a tireless chocolate innovator.
(....)
Max Brenner Chocolate (841 Broadway at 13th Street, 212-388-0030), and Aroma Espresso Bar (145 Greene St. at Houston Street, 212-533-1094).
 
(Trademark)
Word Mark CHOCOLATE BY THE BALD MAN MAX BRENNER
Goods and Services IC 030. US 046. G & S: CHOCOLATE, CHOCOLATE COVERED NUTS, CHOCOLATE POWDER, CHOCOLATE CHIPS, CHOCOLATE COVERED MINTS, CHOCOLATE TRUFFLES, CHOCOLATE TOPPING, CHOCOLATE SYRUP, CHOCOLATE IN THE SHAPE OF COFFEE BEANS, PRALINES, AND COOKIES. FIRST USE: 19951200. FIRST USE IN COMMERCE: 20000100
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design Search Code 02.01.01 - Busts of men; Heads of men; Men, heads, portraiture, busts
27.05.01 - Signatures, illegible
Serial Number 76432474
Filing Date July 19, 2002
Current Filing Basis 1A
Original Filing Basis 1B
Published for Opposition July 8, 2003
Registration Number 2823926
Registration Date March 16, 2004
Owner (REGISTRANT) Elite Confectionery Ltd. COMPANY ISRAEL 84 Arlozorov Street Ramat-Gan 52100 ISRAEL
Attorney of Record HOWARD NATTER
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “CHOCOLATE” APART FROM THE MARK AS SHOWN
Type of Mark TRADEMARK
Register PRINCIPAL
Other Data The portrait in the mark depicts ODED BRENNER whose consent is of recorded. The name in the mark does not identify a particular living individual.
Live/Dead Indicator LIVE