from the super-duper dept

While most of our conversations about Nintendo recently have focused on the somewhat bizarre patent lawsuit the company filed against Pocketpair over the hit game Palworld, traditionally our coverage of the company has focused more on the very wide net of IP bullying it engages in. This is a company absolutely notorious for behaving in as protectionist a fashion as possible with anything even remotely related to its IP. That reputation is so well known, in fact, that it serves the company’s bullying purposes. When smaller entities get threat letters or oppositions to applied-for trademarks and the like, some simply back down without a fight.

But not the Super Mario shop in Costa Rica, it seems. The supermarket store owned by a man named Mario (hence the name), has had a trademark on its name since 2013. But when Mario’s son, Charlito, went to renew the registration, Nintendo’s lawyers suddenly came calling.

Last year it was time to renew the registration, Charlito stated, which prompted Nintendo to get involved. While Nintendo has trademarked the use of Super Mario worldwide under numerous categories, including video games, clothing and toys, it appears the company did not specifically state anything about the names of supermarkets.

This, Charlito says, was the key factor in the decision by Costa Rica’s trademark authority, the National Register, to side with the supermarket.

But not the only factor, to be sure. As you will see from the picture below, it is extremely clear, based on the rest of the store’s signage and branding, that there is absolutely no attempt in any of this to draw any kind of association with Nintendo’s iconic character.

Why Nintendo feels the need to do this sort of thing is beyond me. The shop already had the name for over a decade, and had a trademark on the name for over a decade, all apparently without any noticeable effect on Nintendo’s enormous business. For a renewal of that mark to trigger this kind of conflict is absurd.

But not, apparently, without at least some silver lining for the victorious Super Mario shop.

“Well now, we are trending, everyone is talking about us for the resolution by the National Register that gave the decision in our favour for the brand Super Mario – which, by the way, here you can ask the cashiers for a sticker.”

At this point in the video, Charlito holds up a free sticker customers can collect with the shop’s Super Mario logo on.

Well, that’s just super, Mario.

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Companies: nintendo



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