IP analysis: Following the implementation of Directive (EU) 2015/2436 in the UK, allowing the filing of ‘motion’ trade marks and the first successful registration by Toshiba, Margaret Briffa, partner and founder of intellectual property firm Briffa, and Tom Synott, solicitor at Briffa, explain how the new regime works in practice and set out the advantages and disadvantages of registering a motion trade mark.