Recently the Transcendent Law Group team got together for a team-building event where we dressed in our best pink outfits and saw the Barbie Movie. This wasn’t just an excuse to see the billion-dollar earning movie, but a visual masterclass in Trademark strategy. We saw the brilliance of the Mattel brand trademarks woven through the entire story, boosting their brand and increasing the trademark value even on older Barbie dolls. Here’s what we learned.
Mattel’s Trademarks
Any word, phrase, symbol, or design (or combination of these things) used to identify goods or services can be trademarked in order to protect the business that owns that brand. The more the brand identity is established in the market place the more protection it gains. This is because TM infringement is largely measured by how likely it is that a potential consumer would be confused as to the source of the goods or services. This not only protects the brand from other competitors using too similar of a product identifier or brand design, but it also helps to establish a unique identity in the marketplace.
Mattel has grown an impressive collection of trademarks over the decades including toys, games, merchandise, and more. The line of Barbie dolls currently includes 61 fully registered and active trademarks, but there have been 170 trademarked Barbie dolls over the years.
The Iconic Barbie
Introduced in 1959 Barbie didn’t take long to become a worldwide phenomenon. Barbie-related trademarks extend far beyond the quintessential Barbie doll. Everything from the Barbie Dreamhouse to Barbie’s friends, family, and pets including Ken, Stacie, and Nikki has been trademarked.
US-based and international trademarks expire every 10 years and must be renewed in order to continue having active trademark protection. Some of Mattel’s older trademarks including discontinued toys like Barbie’s pregnant friend, Midge, were used for comedic effect in the movie.
Trademarks From The Barbie Movie
The Barbie Movie had many catchy new phrases and designs, including the “Mojo Dojo Casa House” and the phrase “Kennough” both of which have been submitted for trademark approval. Throughout the film many different Mattel trademarks were used to build the story, emotional connection to the movie, and nostalgia. The entire film showcases the strength of the Barbie brand and the billion-dollar earnings reinforces the value of these trademarks.
More To Learn from Mattel
Trademarks not only protect brand identity but are also assets within themselves and can be licensed or even used as security for commercial financing. With the success of the Barbie Movie firmly established, Mattel is taking to the silver screen with even more of its trademarked toys. Everything from Hot Wheels to the Magic 8 Ball is on the list to make it to film in the coming years. These movies will continue to establish a unique brand identity in the marketplace, increasing the value of these trademarks, many of which were created decades ago.
Transcendent Law Group combines the best legal minds, and the best business practices with the best technology to obtain the best results. Contact us today to learn more about how we can help your business protect its brands across the globe!