Dubai Developer Targets James Bond Trademark in Legal Challenge

The James Bond franchise is facing a legal challenge from Austrian businessman Josef Kleindienst, who claims the owners have not sufficiently used the trademark of the iconic spy's name across various goods and services, which could lead to the loss of rights. Kleindienst, who is developing a $5 billion luxury resort in Dubai, has filed several 'cancellation actions based on non-use' in the UK and Europe, targeting names like 'James Bond Special Agent 007' and the catchphrase 'Bond, James Bond.' Under UK and EU law, if a trademark is not commercially exploited for at least five years, it can be contested. The trademark is currently held by US-based Danjaq and Eon Productions, which control global merchandising rights. If successful, Kleindienst could potentially utilize the Bond name for his resort and other ventures. This situation raises questions about the future of the beloved franchise, especially as it seeks a new actor for the role following Daniel Craig's departure in 2021.