Sanrio Co., Ltd. v. Li Jing Zhou (MAOMI)
A mixed result: Sanrio blocked the “MAOMI” mark on confusion grounds and won an on-record finding that Hello Kitty is a mark with reputation in the EU, while losing the separate reputation claim on the evidence.
The record
- Court
- EUIPO Opposition Division
- Jurisdiction
- European Union
- Docket No.
- Opposition No. B 1 885 030
- Filed
- 2011
- Resolved
- 2012
- Sanrio’s role
- Opposer
- Type
- Trademark
- Claims
- Art. 8(1)(b) and 8(5) CTMR — confusion and reputation
- Counsel — plaintiff/petitioner
- Boehmert & Boehmert
- Counsel — Sanrio side
- not public
What happened
A mixed result: Sanrio blocked the “MAOMI” mark on confusion grounds and won an on-record finding that Hello Kitty is a mark with reputation in the EU, while losing the separate reputation claim on the evidence.
Outcome
Partially upheld (5 Nov 2012): rejected for classes 18, 25 and most of 14. The 8(5) reputation claim failed for want of proof of detriment, but the decision expressly found the Hello Kitty mark has EU reputation for those classes.
The legal nuance
The EU reputation finding is the valuable part; it strengthens every later case.
Sources of record