Nintendo trying to trademark "It's on like Donkey Kong"

Todays dose of "huh?" comes from Nintendo, which has suddenly decided to file a request with the US Patent and Trademark Office for the phrase "It's on like Donkey Kong." The phrase has been in the popular vernacular for several years, so why Nintendo would want to register it now is... oh wait, Donkey Kong Country Returns comes out this month. There you go.


Above: Could clever teeslike this (opens in new tab)be on their way out??

Nintendo'sofficial definition of "It's on like Donkey Kong"

And then for comparison's sake,Urban Dictionary (opens in new tab):

Should Nintendo successfully register the trademark (which still must be approved), it could chase down anyone who uses the phrase for financial or personal gain - kind of likeParis Hilton (opens in new tab)with "That's Hot." But, is this really that important? Do you need to control every single aspect of your brand's existence? Do you really want the phrase to now be "It's on like Donkey KongTM?" Whaddya think?

Concerning games, DKCR releases on November 21st. I've had several hands-on sessions with the upcoming Wii game and I gotta say,it's pretty damn cool. Expect a full review near that release date!

November 10, 2010

Brett Elston

A fomer Executive Editor at GamesRadar, Brett also contributed content to many other Future gaming publications including Nintendo Power, PC Gamer and Official Xbox Magazine. Brett has worked at Capcom in several senior roles, is an experienced podcaster, and now works as a Senior Manager of Content Communications at PlayStation SIE.