the company dropped the campaign in 1945. ge's patents on the tungsten filament lamp expired in the late 1930s and other forms of lighting were becoming more important than incandescent bulbs. ge stopped licensing the trademark to other manufacturers, although it continued to renew the trademark registration up to 1990. the registration on trademark no. 77,779 expired in 2000. modern association of the mazda name is mostly with the mazda automobile manufacturer of japan (which coexisted with toshiba's mazda bulbs in its early years). the mazda trademark is split between the japanese manufacturer where it applies to automobiles (including automobile lights and batteries) and ge for non-automotive uses.