November 2017. Toy giant Mattel sees lots of potential in its Barbie brand, including outside the ‘dolls’ market. Some time ago the company applied for a new trademark registration for the word ‘Barbie’ in relation to various foods such as meat, fish and snacks. Unfortunately, the move backfired.


The European Trademark Office EUIPO refused to register Barbie, arguing that it was not sufficiently distinctive as a designator for meat, fish and snacks. That’s because ‘barbie’ also is a common abbreviation for ‘barbecue’, according to several European dictionaries. So no meat for Barbie

These too are all barbies.