Game of Thrones: Battle of the Brands
As the final season of the series GoT is about to air, HBO continues to grow its brand portfolio. The American channel is also monitoring its registrations and regularly opposes trademarks that are considered too similar.
Game Of Thrones brands owned by HBO
HBO (Home Box Office Inc.) is the owner of a large number of trademarks related to the series. There are more than 200 trademarks protecting the title of the series worldwide. These trademarks cover a wide variety of products: jewellery, toys, software, but also knives (made of Valyrian steel?) and cosmetics. Of course, HBO owns several trademarks targeting entertainment services, to protect the series itself and any adaptations that may be made thereafter.
In addition to the "GAME OF THRONES" trademarks, there are also more original registrations. Fans have mentioned the brands "MILK OF THE POPPY" for mugs and T-shirts and "TAKE THE BLACK" for brown beers. You can also buy a "KHALEESI" bathrobe or "WINTER IS COMING" glasses.
At the end of 2017, the American chain of TV stations has linked up a series of depots protecting the names of the different houses in the series (the families that clash or ally according to the seasons). The following brands appeared in the registers: HOUSE TARGARYEN, HOUSE LANNISTER, HOUSE GREYJOY, HOUSE STARK?
More recently, HBO has made a new wave of deposits in the European Union. These new trademarks protect episode titles ("BEYOND THE WALL") or phrases that have become mythical ("MY WATCH HAS ENDED"). One filing has been a great success: "GAME OF THRONES LEGACY". The name corresponds to a initiative for fans to visit the series' locations in Northern Ireland.
But HBO doesn't just register trademarks. The chain monitors its portfolio and regularly attacks deposits that are deemed to be too close.
The battles around the GoT brands
In November 2018, the American president tweeted:
HBO did not like this misuse of the famous phrase "Winter is coming" for political purposes. This tweet was a warning to Iran in the context of the renegotiation of the nuclear agreement. The channel had responded by issuing a press release. It said, "We were not aware of this message and would prefer that our trademark not be hijacked for political purposes. "However, HBO had not made any legal claim against this tweet. Indeed, infringement of the trademark had not been established. Trump could have defended itself by invoking the parody.
More recently, HBO filed an opposition against the trade mark application "QUEEN OF THRONES".. The trademark had been registered by an American medical practice (Sanas Health Practice Ltd.). The trade mark concerned dietetic products (class 5) as well as nutritional advice (cl. 44). The GoT marks do not cover these products and services. It was therefore not the likelihood of confusion that caused the television channel to react.
Does this mean that the network is suggesting that a woman will ascend the Iron Throne at the end of season 8 to become the "Queen of Thrones"?