in 1909 the mazda name was created for the tungsten filament light bulb. ge sold bulbs under this trademark starting in 1909. ge promoted the mark as identifying tungsten filament bulbs with predictable performance and life expectancy. ge also licensed the mazda name, socket sizes, and tungsten filament technology to other manufacturers to establish a standard for lighting. bulbs were soon sold by many manufacturers with the mazda name licensed from ge, including british thomson-houston in the united kingdom, toshiba in japan, and ge's chief competitor westinghouse.