London, England – Legal battles are unfolding over the legacy of the iconic British spy, James Bond, as Danjaq, the American company that manages worldwide rights to Bond merchandising, seeks to protect the character’s trademark across Europe. At the center of the struggle is a claim made by Josef Kleindienst, a property mogul in Dubai, who argues that the Bond trademarks have lapsed due to non-use.
In February, reports emerged revealing that Kleindienst’s assertions included challenges to key Bond trademarks, such as the character’s name and the phrase “Bond, James Bond.” This dispute involves nearly all nine of the trademarks, crucial for marketing goods and services associated with the renowned spy. Under EU law, such trademarks can be contested after five years without commercial use.
Kleindienst, who is currently developing a $5 billion luxury resort called Heart of Europe, contends that the Bond brand has not been maximally exploited. In response, Danjaq’s legal team has submitted a comprehensive 227-page document to the European trademark office, showcasing a wide selection of partnerships reliant on the Bond name.
Included in the evidence are reputed businesses like Turnbull & Asser, a celebrated shirtmaker that has dressed Bond actors since Sean Connery portrayed 007 in 1962’s “Dr No.” This distinguished company is not only notable for its connection to the Bond franchise but also serves as King Charles III’s personal shirtmaker, having held a royal warrant since 1980.
Additionally, evidence from Lock & Co, the world’s oldest hatmakers with roots dating back to 1676, highlights their involvement in the Bond franchise, notably featuring their hats in iconic scenes from films like “Dr No” and “Goldfinger.” Their products are readily available, such as the James felt trilby priced at £537, appealing to both avid collectors and fashion enthusiasts alike.
The trademark enforcement includes commercial information from high-end clothing brands, including Bogner, known for its luxury ski gear. The company recently launched a “spy-ready” ski line, featuring products ranging from $290 to $2,300. Willy Bogner Jr., who carries on his family’s legacy, is recognized for pioneering remarkable skiing stunts in various Bond films.
The legal representation for Danjaq, led by European intellectual property firm Boehmert & Boehmert, has condemned Kleindienst’s claims as an unprecedented threat to the multibillion-dollar Bond franchise, asserting that they have ample documentation to validate their continual use of the trademarks.
Kleindienst’s actions extend beyond the current trademarks, as he has initiated his own process to secure rights to the Bond name across Europe, though he has not pursued similar registrations in the UK. He claims his actions are driven by a desire to ensure the franchise’s future viability, declaring that Bond will endure.
Despite the hurdles, the Bond franchise, which saw Daniel Craig’s last installment “No Time to Die” in 2021, has remained a global cinematic powerhouse. Yet, with no replacement for Craig confirmed and production timelines unknown, the series risks surpassing its previous longest pause between films.
With Amazon’s acquisition of MGM, which includes rights to the Bond films, the future appears poised for new ventures, including potential spin-offs directed by Denis Villeneuve, while Steven Knight is tapped to write the future installments. With a rich legacy at stake, stakeholders stress the need to uphold Bond’s integrity while ensuring it remains promptly accessible to fans.
Kleindienst has expressed his commitment to protecting the Bond legacy, stating, “We must acknowledge a simple truth: there are clear trademark and copyright laws. Our goal is straightforward – to respect the legacy while ensuring that Bond remains relevant and accessible to all fans.”
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