Disney defends contentious trademark

Disney has filed a notice of opposition at the US Patent and Trademark Office (USPTO) against Chinese supply chain management company Qianhai Qisheng regarding its contentious ‘Hakuna Matata’ trademark.

The trademark was originally applied for in 1994 following the release of the motion picture ‘The Lion King’, which popularised the Swahili term in a featured song, and was granted in 2003.

However, Disney has previously faced opposition for trademarking a cultural term for commercial purposes.

In its opposition, Disney argued that Qianhai Qisheng’s 2018 application to trademark ‘HakunaMatata’ would infringe its offering goods and services using the Disney trademark, which mainly consist of toys, balloons, accessories and clothing.

Qianhai Qisheng’s application to trademark the term ‘HakunaMatata’ cited its intended use in “balloons; confetti; infant toys; [and] toy fireworks”, among others.

Disney’s opposition is based on the likelihood of confusion between the two trademarks, which it contended could potentially cause a reputational dilution.

Whether Disney successfully defends its controversial trademark depends on the decision of the USPTO.