LOS ANGELES (AP) 鈥 The Walt Disney Co. on Wednesday sued a Hong Kong jewelry company it accuses of selling illegal Mickey Mouse jewelry.
The international media and entertainment conglomerate filed a lawsuit in federal court in Los Angeles against the Red Earth Group, which sells jewelry online under the name Sat茅ur.
Disney says the marketing and branding of the rings, necklaces and earrings in Sat茅ur's 鈥淢ickey 1928 Collection鈥 violate its trademark rights and that the Hong Kong company is deliberately trying to fool customers into thinking the pieces are official Disney merchandise.
Sat茅ur, the suit alleges, 鈥渋ntends to present Mickey Mouse as its own brand identifier for its jewelry merchandise and "seeks to trade on the recognizability of the Mickey Mouse trademarks and consumers鈥 affinity for Disney and its iconic ambassador Mickey Mouse.鈥
A message seeking comment from representatives of the Red Earth Group was not immediately answered.
The lawsuit is indicative of Disney's dogged efforts to protect its intellectual property from unauthorized appropriation. Although the earliest version of last year after Disney's copyright expired, the company still holds trademark rights to the character.
Lawyers for Disney argue in the suit that Red Earth鈥檚 online marketing efforts 鈥渆xtensively trade on the Mickey Mouse trademarks and the Disney brand鈥 with language that includes describing the jewelry as great for 鈥淒isney enthusiasts.鈥
Such tactics indicate Red Earth was 鈥渋ntentionally trying to confuse consumers,鈥 the lawsuit says. The impression created, it says, "suggests, at a minimum, a partnership or collaboration with Disney.鈥
The earliest , who first appeared publicly in the film short 鈥淪teamboat Willie鈥 in 1928, are now in the U.S. public domain. The widely publicized moment was considered a landmark in iconography going public.
The lawsuit alleges that Red Earth and Sat茅ur are trying to use that status as a 鈥渞use鈥 to suggest the jewelry is legal, by dubbing it the 鈥淢ickey 1928 Collection鈥 and saying it is being sold in tribute to the mouse's first appearance.
The centerpiece of the collection, the suit says, is a piece of jewelry marketed as the "Sat茅ur Mickey 1928 Classique Ring,鈥 which has a Steamboat Willie charm sitting on the band holding a synthetic stone.
But there is an essential difference between copyright 鈥 which protects works of art 鈥 and trademark 鈥 which protects a company's brand.
Even if a character is in the public domain, it cannot be used on merchandise in a way that suggests it is from the company with the trademark, as Disney alleges Red Earth is doing.
鈥淒isney remains committed to guarding against unlawful trademark infringement and protecting consumers from confusion caused by unauthorized uses of Mickey Mouse and our other iconic characters,鈥 Disney said in a statement Wednesday.
The lawsuit seeks an injunction against Red Earth selling the jewelry or trading on Disney's trademark in any other way, along with monetary damages to be determined later.