James Bond could be losing its name after clash with trademark use-Rebecca Sayce-Entertainment – Metro

The James Bond franchise is in jeopardy of losing its name (Picture: Pics/Everett/REX/Shutterstock)

The multi-billion pound James Bond franchise could lose its iconic name in a trademark dispute.

James Bond is a fictional character created by novelist Ian Fleming in 1953 who featured in 12 novels as well as short story collections.

The secret agent, known under the codename 007, has since been portrayed in 27 films by actors including Sean Connery, Roger Moore, Pierce Brosnan, and most recently, Daniel Craig.

A Dubai-based property developer has filed claims in the UK and Europe over trademark non-use.

In a report from The Guardian, it is alleged that Austrian businessman Josef Kleindienst, who owns luxury resort company Heart of Europe, has filed several ‘cancellation actions based on non-use’ suits targeting James Bond.

In UK and EU law, if a name is trademarked against several goods and services but the trademark owner does not commercially exploit it for five years, a challenge to remove ownership of the name can be made.

The name has been used across several novels, films, games, and merchandise (Picture: MGM/Eon/Danjaq/UPI/Kobal/Shutterstock)

However, an Austrian businessman has challenged the franchise over failure to use the trademarked name across a range of goods (Picture: Bettmann Archive)

The name of the legendary superspy is subject of one of these filings, including the monikers James Bond Special Agent 007, James Bond 007, James Bond, and James Bond: World of Espionage.

Ownership of his famous introduction ‘Bond, James Bond’ line has also been challenged.

The challenge is against the James Bond name failing to be used across a range of goods and services, including models of vehicles, electronic publishing, and computer programs and electronic comic books.

A spokesperson for Kleindienst confirmed to the publication that he has plans to use the Bond name if he wins the challenge, and ‘an announcement is coming soon.’

The James Bond trademarks are registered to Danjaq, who own and control the rights to global merchandising for the franchise alongside Eon Productions.

Owned by Barbara Broccoli and Michael G Wilson, Eon is the UK-based production company behind the Bond films.

Barbara Broccoli’s Eon and Danjaq own the rights to the James Bond name (Picture: Mike Marsland/Mike Marsland/WireImage)

It comes as the race for the next Bond hots up (Picture: Moviestore/REX/Shutterstock)

Speaking to The Guardian, Mark Caddle, a partner and patent attorney at the intellectual property firm Withers & Rogers, said: ‘Following the date of the filing of the cancellations Danjaq has two months to submit their defence.

‘If Danjaq wants to keep these alive they will need to engage in a trademark office action to show that they have used James Bond in the areas being challenged in the last five years.’

He continued: ‘In any case, Danjaq would certainly counter-challenge. James Bond is still well-used and loved. I don’t think that route would be straightforward for him [even if he were to win.’

The most recent James Bond movie, No Time To Die, was released in 2021 with Craig making his final appearance as the spy, but it does not appear that the absence of a new film is part of the legal dispute.

It comes as speculation over who will play Bond following Craig’s exit from the franchise continues.

Theo James and Aaron Taylor-Johnson have both been hotly tipped to take on the role alongside the likes of Leo Woodall, Tom Hardy, Henry Cavill, Cillian Murphy and Aidan Turner.

Metro has contacted representatives for Eon for comment.

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