Nintendo Defeated in Trademark Clash with Costa Rican Supermarket Over Super Mario

In a surprising legal defeat, Nintendo has lost a trademark battle against a small supermarket in Costa Rica over the use of the name "Super Mario." The store, named "Súper Mario," successfully defended its trademark in court by demonstrating that the name was a combination of its business type (a supermarket) and the first name of its manager, Mario.

The dispute originated when Charito, the son of the supermarket’s owner, registered the "Super Mario" trademark in 2013 after graduating from university. When the trademark came up for renewal in 2024, Nintendo challenged it, asserting that it infringed on their globally recognized Super Mario brand, which is synonymous with their iconic video game character.

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However, the supermarket’s legal team, led by advisor and accountant Jose Edgardo Jimenez Blanco, argued convincingly that the name was not an attempt to profit from Nintendo’s intellectual property. They successfully demonstrated that the name was a straightforward reference to the store’s nature as a supermarket and the manager’s name, Mario.

"I am really grateful to my accountant and legal advisor, Jose Edgardo Jimenez Blanco, who managed the registration and the subsequent trademark battle," Charito said, expressing his relief and appreciation. "We were considering giving up. How could we ever take on such a massive business entity? But Edgardo and I weren't going to back down, and we got some positive news a few days ago. 'Súper Mario' will never go away."

In many countries, Nintendo is the exclusive owner of the Super Mario trademark across various products, such as video games, clothing, and toys. The company did not, however, anticipate a scenario where a local business would independently use the name for legitimate purposes.

This case underscores the complexities of trademark disputes, particularly when global brands like Nintendo confront small businesses with legitimate claims to a name. It also serves as a reminder that even industry giants can face legal challenges in protecting their intellectual property.