David Blecken
Mar 13, 2017

Nintendo loses suit: 'MariCar' go-kart operator survives

Surprise ruling is a reminder that big brands don't always get their way.

Source: Still from YouTube video by user 'Kolton'
Source: Still from YouTube video by user 'Kolton'

Nintendo has been unsuccessful in its bid to sue MariCar, a novelty go-kart operator based in Tokyo, according to reports.

The creator of Mario Bros announced its intention to sue MariCar for copyright infringement on 24 February. MariCar is a popular tourist attraction that offers the chance to zoom around Tokyo dressed as Mario or Luigi (and a host of other, non-Nintendo-related, characters).

The Japan Patent Office has since dismissed Nintendo’s suit on the grounds that the name ‘MariCar’ is not a known abbreviation of ‘Mario Kart’. Imaginative abbreviations are common in Japan, among the best known being ‘Pokemon’ for ‘Pocket Monsters’.

The decision will come as a surprise to many, who expected an easy victory for Nintendo given Japan’s robust laws around copyright. In its statement, Nintendo criticised MariCar for exploiting brand equity built up over many years.

Source:
Campaign Japan

Related Articles

Just Published

2 hours ago

WPP invests in Stability AI to drive brand storytelling

Stability AI’s models and workflows will be integrated with WPP’s AI-driven operating system WPP Open, transforming its visual content creation.

5 hours ago

Women to Watch 2024: Asma Humayun, Shiny Toy Guns

A powerful example of how creative talent, coupled with unwavering determination and a commitment to social justice, can transform lives and reshape societies.

6 hours ago

Mini-games become major league advertisers on WeChat

The mini-game advertising sector has seen robust year-on-year growth in China, with the best game developers leveraging data and differentiated approaches to stay ahead of the curve.

7 hours ago

Gender equality is everyone’s fight—so why is ...

The industry has become society's convenient scapegoat for gender inequality, but adland alone can't fix what governments, corporations and culture continue to break.