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An image of Sam with David Tree was used as cover art on a fundraising CD, Bushfire Aid, to which 35 national and international artists donated songs. All proceeds were donated to the Salvation Army Bushfire Appeal. A total of A$300,000 was also raised for the Country Fire Authority and other charities through selling photographs of Sam's rescue.
In February 2009, an application was made to register the words "Sam the Koala" as a trademark for chocolates and in August 2009 media reported a dispute.
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