The Trademark Journey of Barbie

Trademarks are vital in protecting the unique features that set a brand apart from its competitors. Lexology reports Mattel has been proactive in securing trademarks for various aspects of Barbie, including her name, appearance, and related products. Here are some of the key trademarks that Mattel holds for Barbie:

• Barbie's Name and Likeness: The most fundamental trademark is the name "Barbie" itself. Mattel holds exclusive rights to use the name in relation to dolls, toys, and related merchandise. Additionally, Barbie's iconic face and fashion choices are protected under this trademark.

• Barbie Logo: The Barbie logo, which features the word "Barbie" in a distinctive font, is also trademarked. This logo is prominently visible on all Barbie products, packaging, and marketing materials, ensuring instant recognition worldwide.

• Barbie Fashionistas: This is Barbie's line of diverse and fashion-forward dolls. The "Barbie Fashionistas" brand name has been trademarked to distinguish it from all the other Barbie collections.

• Barbie Dreamhouse: Barbie's luxurious Dreamhouse, a popular playset among young fans of the doll, is protected under trademark law. This ensures that unauthorized companies cannot reproduce identical products under the same name.

Barbie's Trademark Battles

Throughout the years, Mattel has faced numerous trademark disputes related to Barbie. Some of these cases have been high-profile, highlighting the importance of trademark protection. Here are a couple of instances where Mattel has defended their trademark rights:

• Barbie vs. Bratz: One of the most significant trademark conflicts related to Barbie was her legal face-off with MGA Entertainment over the Bratz dolls. In 2001, MGA launched the Bratz dolls, characterized by their edgy, urban-inspired aesthetics, which quickly caught the market's eye and threatened Barbie's supremacy. Mattel took legal action against MGA Entertainment, claiming that Carter Bryant, the creator of Bratz dolls, had conceived the idea while he was still a Mattel employee. The lawsuit dragged on for several years until 2008, when a jury sided with MGA, stating that the Bratz concept was not born during Bryant's employment with Mattel. However, the saga didn't end there. In 2011, a federal jury ruled that MGA had to pay Mattel $310 million for copyright infringement and misappropriation of trade secrets. This verdict was eventually overturned, and by 2013, both companies had reached a settlement, putting an end to their prolonged legal tussle.

• Barbie vs. Burberry: In June 2023, Mattel lodged an objection with the US Patent and Trademark Office (USPTO) against a trademark application by the luxury fashion brand Burberry for the term "BRBY". Burberry had filed for the "BRBY" mark in July 2022, covering goods and services in Class 18 (which includes items like leather bags, vanity cases, holdalls) and Class 25 (which encompasses coats and jackets, undergarments). Mattel's contention is that the marks bear a visual resemblance and, when pronounced, sound identical, potentially leading to confusion among consumers. Furthermore, Mattel points out an overlap in the goods and services linked to each mark, especially in relation to products like handbags, overnight bags, luggage, a wide variety of clothing and apparel, footwear, and headgear.

The sustained popularity of Barbie stands as proof of the timeless charm of this legendary fashion doll. Behind the curtain, Mattel's diligent efforts in trademark protection have played a key role in maintaining Barbie's reputation and ensuring her brand's worldwide success. By actively securing trademarks and implementing stringent policies, Mattel has shown an unwavering dedication to protecting the heritage of Barbie.