Nintendo want some publicity and by gum who are we to buck the system by not giving it to them? The powerful publisher has lined up their mighty legion of legal eagles once more, putting out a warning press release regarding their latest trademark filing. Next time you ball your meaty fists and prepare to enter the fray, be wary of using the immortal war cry it’s on like Donkey Kong, ’cause it doesn’t belong to you.
In preparation for the upcoming Donkey Kong Country Returns, Nintendoare petitioning the U.S. Patent and Trademark office for ownership of everyone’s favourite rousing, rhyming riposte.
If the application were to be accepted, a number of people could find themselves on the end of a trademark infringement notice, including the makers of the American Pie films, Ice Cube, and just about everyone, everywhere, for all time.
That’s presuming the big N actually pursue the matter, which the light-hearted, celebratory tone of the presser doesn’t really suggest:
“(It’s on like Donkey Kong) is an old, popular Nintendo phrase that has a number of possible interpretations depending on how it’s used. In addition to Nintendo’s use, it has been used in popular music, television and film over the years, pointing to Donkey Kong’s status as an enduring pop-culture icon and video game superstar.”
Donkey Kong Country Returns may well be in need of some clever marketing as the response since announcement has been largely apathetic. It just doesn’t seem to be hitting the nostalgia sweet spot – the originals are still so playable. Are you keen?
