Mattel challenges Burberry trademark application

Mattel challenges Burberry trademark application

THE WHAT? Mattel has challenged an attempt by British fashion house Burberry to register BRBY as a trademark. The manufacturer of Barbie dolls believe that the initials will be confused with its well-known toy line, according to a report published by Reuters.

THE DETAILS Mattel argues that BRBY is phonetically identical to its Barbie brand name and visually similar. In addition to the children’s toys, it holds federal trademarks for the brand name in clothing, jewelry and cosmetics as well as the soon-to-be-released movie.

THE WHY? In the filing, Mattel argued that the BRBY mark suggested an association with its Barbie dolls and would dilute its brand, per Reuters. Representatives for either brand did not respond to a request for comment from Reuters.