Mattel has been aggressive in protecting its intellectual property rights related to the Barbie brand. In recent years, the company has filed lawsuits against several companies for trademark infringement and dilution.
In 2022, Mattel sued Rap Snacks Inc. over its Nicki Minaj-branded "Barbie-Que Honey Truffle" potato chips. Mattel argued that the use of the name "Barbie" on the chips was likely to cause confusion among consumers. Rap Snacks never responded to the lawsuit, and Mattel eventually dismissed the case.
In 2023, Mattel sued Burberry Ltd. over its proposed "BRBY" trademark. Mattel argued that the "BRBY" mark is visually similar and phonetically identical to the "Barbie" mark, and that it is likely to cause confusion among consumers. The case is still pending before the Trademark Trial and Appeal Board.
Mattel has also been successful in defending its intellectual property rights in court. In 2022, the company won a lawsuit against artist Thomas Forsythe, who had created a series of photos that depicted Barbie dolls in a violent and degrading manner. Mattel argued that the photos infringed on its copyright and trademark rights, and the court agreed.
Mattel's aggressive stance on intellectual property protection has been criticized by some who argue that it is stifling creativity. However, the company maintains that it is necessary to protect its valuable brands from unauthorized use.
In addition to the lawsuits mentioned above, Mattel has also taken other steps to protect its intellectual property rights related to Barbie. For example, the company has registered numerous trademarks for the Barbie brand in various countries around the world. Mattel also closely monitors the use of the Barbie name and image online and in retail stores, and it takes action against unauthorized use.
Mattel's efforts to protect its intellectual property rights are likely to continue in the future. The company is facing increasing competition from other toymakers, and it needs to ensure that its brands are protected from unauthorized use.