Following the release of its feature film Alice Through the Looking Glass and the movie’s associated marketing campaign, Disney has been hit with a trade mark infringement challenge from UK-based luxury goods store Alice Looking.
According to reports, the UK-based boutique, which specialises in selling bespoke products inspired by Lewis Caroll’s iconic book Alice’s Adventures in Wonderland, owns the US trade marks for ‘Alice Through the Looking Glass’ for classes 14, 16, 25, 28 and 35.
The retailer, which says that Disney has been fully aware of these trade marks for many years, claims to have met with Disney representatives in January 2015 after promotions for the film raised concerns.
In a formal letter reportedly sent to Disney before the meeting, Alice Looking said: “The marketing of the film under terms identical to the mark is plainly of concern … because it is likely that members of the public will associate our client’s products under the mark with the products (the film and associated merchandise) of Disney’s”.
However, despite the concerns raised, reports suggest that when the feature film was released in May 2016, Disney began selling ‘similar’ products including clothing, make-up and chess boards, bearing Alice Looking’s trade mark.
The retailer also alleges that Disney attempted to register trade marks ‘very similar’ to those held by Alice Looking ahead of the film’s promotional campaign.
Reports suggest that Alice Looking is now seeking to take legal action against Disney, with a view to seeking damages in relation to infringing its goods.