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Hasbro vs. DC – A Tale Of Two Bumblebees

Home > Uncategorized > Hasbro Sues DC And Warner – A Tale Of Two Bumblebees

Hasbro Sues DC And Warner – A Tale Of Two Bumblebees

Rick AustinbyRick Austin
August 30, 2017
Tags: BumblebeeDCHasbro
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According to recent reports, toy company Hasbro has filed a legal suit against DC Comics and Warner Bros. over the Super Hero Girls character Bumblebee being used to market toys. The move seeks to block sales of rival Mattel SHG dolls and LEGO sets featuring the size-changing Teen Titan, as they claim that the character’s name – which is trademarked by Hasbro for their popular Transformer Autobot – could create confusion amongst buyers and that they’ll be mistaken for each other.

DC's Bumblebee
DC’s Bumblebee

Legally, Hasbro trademarked the name “Bumblebee” in 2015 and he’s been one of the most popular Transformers amongst fans since his debut in 1983. He’s so popular that a spinoff film for the character is due out in 2018. DC’s Bumblebee, however, was first introduced in the Teen Titan comic books in 1977 and has appeared in the Young Justice cartoon series as well as the current Super Hero Girls show.

But would fans of either franchise really be unable to tell the difference and confuse the two, as the claim contends? The Transformer known as Bumblebee is a wise-ass, giant, yellow (male, assuming they have real genders) robot who can turn in to a muscle car. DC’s Bumblebee is a feisty, upbeat young woman with wings who shrinks and stings people. Based on that it seems unlikely, but copyright law is hard to predict.

The battle over trademarked names is a heated one, especially in the world of pop culture, which tends to bring out the worst in everyone. It’s also familiar ground for both DC and Hasbro.

Hasbro Paramount Bumblebee
Hasbro’s Bumblebee

The most notorious case for DC involves Captain Marvel. The original Captain Marvel appeared in Fawcett Comics in the 1940s, and his comic books outsold those of their biggest rival, National Comics (later to be known as DC) flagship character Superman. National sued them for copyright infringement of Superman, and in the process acquired Captain Marvel for themselves – choosing not to feature him in any ongoing series. However, by the time they did use him again it was too late, and Marvel Comics had created their own character with the same name – which they had promptly trademarked. Marvel Comics issued a cease-and-desist letter to DC, forcing them to rebrand their own Captain Marvel comics with the name SHAZAM!

This isn’t the only case like this. Back in the Golden Age, publishers used to produce “ashcan” comic books – issues which were never intended to be sold, but which bore the names of countless potential characters on their covers – just for the sake of registering those names as trademarks. It’s much the same process as films being rushed in to production and made on incredibly low budgets, just so a studio can keep the rights to licensed characters (such as the Fantastic Four). Meanwhile, DC and Marvel have jointly sued independent creators and others for using the terms “Superhero” and “Superheroes” – which they jointly hold the rights to – claiming that others using those words would cause confusion and dilute their brand.

DC Superhero Girls Bumblebee

Hasbro Paramount Bumblebee

For Hasbro, their current legal action over a name comes two years after they themselves were sued by a Fox News anchor, Harris Faulkner, after they created a toy hamster with the same name. Faulkner claimed that Hasbro had allegedly violated her likeness and caused her emotional distress due to their Littlest Pet Shop hamster who bore her name, requesting $5 million in compensation. Hasbro defended themselves by claiming that “name-sameness is not enough to state a claim for a violation of one’s right of publicity”.

The Transformer Bumblebee and Super Hero Girls’ Bumblebee also share “name-sameness”, although in this case Hasbro do own the copyright – even if DC’s Bumblebee was created first. That this case also hinges on the chances of the two characters being mistaken for each other makes it a tricky one, since it’s unlikely that any fans could confuse them in any way. Does this name-sharing dilute their brands? Again it seems highly unlikely, since their franchises are so different.

While their fictional worlds may have clearly defined borders between wrong and right, the real world legalities of trademarks and copyright infringement is nowhere near as simple.

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Comments 18

  1. Isaiah Rogers says:
    3 years ago

    Hasbro can go fly a kite.

    Reply
  2. Caine Dorr says:
    3 years ago

    They are COMPLETELY different

    Reply
    • Steve Harris says:
      3 years ago

      No

      Reply
  3. Troy Robbins says:
    3 years ago

    “Who has the rights to Bumblebee?”
    God.
    It’s not a made up name like Optimus Prime or Megatron. It’s a common word that no one person should be allowed to own. Especially nowadays when Hasbro is only making an issue out of this because they want to create a Bumblebee movie.

    Both Bumblebee’s have been around for years and they’re just now making an issue out of this. Childish Hasbro, just childish.

    Reply
    • Michael Cividanes says:
      3 years ago

      I know there was a suit between ASUS and Hasbro a number of years ago in regards to the Transformer Prime convertible tablet. I can’t remember who sued who though. So it’s not like this is the first time this kind of stupidity has happened.

      Reply
  4. Enrique Guzman says:
    3 years ago

    LMAO

    Reply
  5. Charles Krohn says:
    3 years ago

    Hasbro is trying to pull a fast one.

    Reply
  6. Danny Gonzalez says:
    3 years ago

    First of all everybody knows bumblebees since what 80s 90s. Hasbro wannabe bumblebee doesn’t even look the same. Transformers was made way back

    Reply
  7. Mathew Mcguire says:
    3 years ago

    So now it’s the birds and the transformers?

    Reply
  8. Junior Stanley says:
    3 years ago

    Gtfo here, Hasbro

    Reply
  9. Dr. Swing: Supervillain says:
    3 years ago

    Frivolous lawsuit. Hasbro should sue Bay for what he’s done to the original Transformers concept.

    Reply
  10. Travis Rorvik says:
    3 years ago

    That is so stupid. They are totally different bumblebees.

    Reply
  11. Roselyn Brown says:
    3 years ago

    Two very different Bumblebees. How can anyone trademark a name that’s used for an insect?

    Reply
  12. Flávio Pina Almeida says:
    3 years ago

    Just like DC comics with the Cpt. Marvel issue

    Reply
  13. Nelius Blignaut says:
    3 years ago

    What a load of bull shit

    Reply
  14. Bradwen Moodley Brad says:
    3 years ago

    Any of u guys saw bumblebee in transformers5

    Reply
  15. Paul Michaels says:
    3 years ago
    Reply
    • Paul Michaels says:
      3 years ago

      Marvel hadn’t yet?

      Reply

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