The company OSTRC applied for a Swedish trademark registration for the name “Pipi” a couple of years ago, but it is only recently that Astrid Lindgren AB heard about the soft drink, and now they choose to sue.
When someone uses the name Pippi in commercial contexts without our permission, and also links it to Astrid Lindgren's Pippi Longstocking, we are obliged to act, says the company's chief lawyer Olle Nyman to Vimmerby Tidning.
Pippi Longstocking is translated to Pipi in Croatian. Astrid Lindgren AB also claims that the soft drink is strongly associated with Pippi's sugar drink tree.
The risk of confusion is immediate considering how similar the words are, says Olle Nyman.
Astrid Lindgren AB also claims that the girl on the soft drink label brings thoughts of Pippi, but objects to her having a “sexy” appearance. They mean that it can evoke negative associations with the trademark.
