The potential opposition that I mentioned in this article last week happened: Mattel is looking to block Burberry’s bid to register the BRBY word mark for use on various types of bags and clothing/outerwear. According to Mattel, BRBY – a potential nod to the brand’s London Stock Exchange ticker – is likely to confuse consumers due, in part, to the similarities in “appearance, sound, and commercial impression” between it and the BARBIE trademark. Confusion is also likely to abound, per Mattel, due to the dearth of vowels in Burberry’s mark, which will leave consumers without a “guide [as to the] pronunciation.” Or as one of TFL’s Twitter followers stated this week, “I feel like the main risk of confusion with BRBY is that no one will have any freaking idea what it’s supposed to be, not that people will think it’s about Barbie.” (For a counter-point, do we think people understand what the VLTN on this bag refers to?) I delve into all of that – as well as the interesting role that timing plays in connection with the opposition – in this article.
Mattel’s opposition coincides with a big push by the Southern California-based toy company to bank on the Barbie brand in connection with its July 21 release of the major motion picture of the same name with Warner Bros. Not only is the Greta Gerwig-directed, Margot Robbie-starring film expected to be the biggest – and most-anticipated – movie of the summer (opening weekend ticket sales are projected to reach $55 million), but Mattel is also looking to rake in cash from related deals tied to its BARBIE trademark.
In particular, the Barbie film – which was first announced back in 2021 and has been shrouded in some level of mystery since – brings with it an influx of authorized collaborations/licensing deals that Mattel has entered into with other brands. Reflecting on the potential here, Josh Silverman, the chief franchise officer and global head, consumer products at Mattel, said earlier this month that the movie “creates incredible fanfare for our partners and consumers, alike,” which Mattels is actively parlaying into a “multitude of new ways Barbie fans worldwide can celebrate this iconic moment.”
The ramping up of collabs started months ago, and as of now, they will see (or are already seeing) Mattel partner with Spirit Halloween Superstores for costumes; Alex and Ani for jewelry; Truly for cosmetics; Loungefly for accessories; MeUndies for undergarments; beverage startup Swoon for drinks; and FUNBOY for pool floats.
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