has become, or as a legal matter nearly has become, genericised: the popularity of the product has led to the use of its name to refer to any cooler box, regardless of the brand. Many dictionaries, including the Australian National Dictionary and the Macquarie Dictionary, now include definitions in their publications defining it as such. However, the use of the Esky trademark must be approved by the brand owner to avoid any liability. Government agencies and media outlets in Australia have used the term in preference to generic alternatives. In Australian culture The esky has played a unique role in Australian culture, especially with regard to outdoor activities, camping, and sporting events, and for reasons of novelty. In particular, the design and use of the esky has evolved through its relationship with Australia's drinking culture. A feature of the first Esky model was that it was designed to carry six "standard" 1-pint bottles as well as a triple level food section. Malley's Esky was created as a tool for camping and caravanning holidays and was called the Esky Auto Box, encouraged by the post-war popularity of the private motor vehicle. The esky became an essential part of the beach, outdoor dining and barbecue culture that developed in Australia during the 60s and 70s. Due to their portability and extensive use outdoors, an esky can also double as makeshift cricket stumps, with some companies even making hybrid products that include retractable stumps (among other useful features such as a bottle opener). Though not unique to Australia, Australian media have widely reported on a number of high-profile incidents involving motorised eskies fitted with small motors and wheels. Police have impounded offending vehicles and have issued fines to those operating them on public property. Spectators at the closing ceremony at the 2000 Summer Olympics in Sydney each received a promotional pack of a small polystyrene Esky containing other items of memorabilia. In another uniquely Australian piece of culture, poly-foam bodyboards used in the surf are often referred to by the slang term, "Esky-lid”, or “shark biscuit”. See also Cool-box References External links https://www.esky.com.au/ Australian brands Brands that became generic Food preservation Cooler manufacturers Vacuum flasks Australian subsidiaries of foreign companies