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# Lord of the What Now?
- URL: https://goodoil.news/lord-of-the-what-now/
- Published: 2025-05-11T22:00:56.000Z
- Updated: 2025-05-11T22:00:55.000Z
- Description: Seriously, how dumb can you get? When I first saw ‘Lord of the Fries’, I didn’t think Lord of the Rings.
- Author: Kevin
- Tags: Business, Law

> *In a battle between a fantasy book franchise and an Australian vegan fast-food chain, who will be named “Lord of the” courtroom?* 
>  
> *The rights holder of the* Lord of the Rings *novels and films, Middle-earth Enterprises, has launched another attack to take its precious title.* 
>  
> *It follows an unsuccessful bid in March, where the franchise attempted to block an Australian vegan hamburger chain from trademarking the words “Lord of the” in its name.* 
>  
> *Lord of the Fries has been selling items under its name since 2004 and sought to offer plant-based macaroni and cheese under the trademark in 2022\.* 
>  
> *The franchise was in New Zealand from 2016 until last June when its franchisor, Chip Lord NZ, went into liquidation.* 
>  
> *The case came before a registrar of trademarks in the federal government agency, IP Australia.* 
>  
> *Middle-earth argued it had been successful in other similar trademark applications made globally, and used the mark to sell various items including boardgames, clothing and toys.* 
>  
> *\[…\] The registrar delegate, Nicholas Smith, found the names were not deceptively similar and that Middle-earth had cherry-picked evidence in suggesting the connection.* 
>  
> *The matter has since been escalated to Sydney's Federal Court, after Middle-earth’s lawyers filed an appeal against the IP Australia decision on March 25.* 
>  
> *\[…\] Justice Lee ordered both parties attend a mediation before June 20.*

This reminds me of when everybody was having a go at Disney for not letting hospitals put Mickey Mouse on the kids’ walls. In that case Disney actually had a point. Allowing someone to use Mickey Mouse, no matter how well intentioned, sets a precedent. And besides, in those cases Disney would agree to a nominal fee, say one dollar, and maybe something like “The hospital thanks Disney for kindly permitting us …” 

But getting back to Middle-earth and Lord of the Fries. I mean, seriously, how dumb can you get? 

When I first saw “Lord of the Fries”, I didn’t think *Lord of the Rings*. I actually thought of that book by William Golding that got made into a movie. You know the one, *Lord of the Flies*. 

Imagine how hilarious it would be if the estate of William Golding sued Lord of the Fries for trademark infringement of *Lord of Flies*. 

> *If the case is not resolved through mediation, Justice Lee said he would assign the matter to a referee, who would then prepare a report for the decision.* 
>  
> *“The reality is, I don’t have time to look at this matter this year,” he said.*

Translation: ‘I can’t be bothered with this shit.’ 

Source: [https://www.1news.co.nz/2025/05/08/lord-of-the-rings-says-australian-burger-chain-name-shall-not-pass/](https://www.1news.co.nz/2025/05/08/lord-of-the-rings-says-australian-burger-chain-name-shall-not-pass/?ref=goodoil.news)