Disney has tried to oppose Shenzhen-based Qianhai Qisheng Supply Chain Management Shenhen Co.’s US trademark application ‘Hakuna Matata’. This application was submitted in November last year, before the release of the reimagined adaptation of ‘The Lion King’ film this June and covers balloons, confetti and infant toys in class 28.

According to Disney, which filed its opposition on the 31st July 2019, the applied-for mark is “identical in sound, appearance, connotation, and commercial impression” to its own mark, as Disney registered ‘Hakuna Matata’ in 2003 in class 25 (for clothing, footwear and headgear). The entertainment conglomerate argues that the Chinese company’s mark would cause confusion as ‘Hakuna Matata’ is inseparable from ‘The Lion King’ franchise and that Disney has used and licensed the use of names, marks, characters and elements from ‘The Lion King’ across many products, including those listed in class 28 for which the Chinese company has submitted a trademark application.