In the world of J.R.R. Tolkien, the battles for Middle-earth usually take place on massive battlefields with swords and magic. However, nowadays, a completely real and fierce legal battle is unfolding, where the main weapons are not dwarven axes, but intellectual property rights. At the center of the scandal is the name of the elven settlement — Rivendell.

Who is Suing Whom?

On one side is Middle-earth Enterprises, the corporation that owns the rights to Tolkien’s universe. On the other is advertising veteran Rivendell Media, a company that has been working with LGBT publications for decades.

The conflict flared up after the agency decided to officially register the “Rivendell Media” trademark in December 2024. The owners of “The Lord of the Rings” rights instantly opposed it, stating that the name of the elven city belongs to them, and its use by others could confuse consumers or “dilute” the value of the famous brand.

A Surprise from the Past: A Legal Trap for Tolkien

It would seem that the advantage is on the side of the cinematic giant. However, in American law, there is a nuance that could turn this case into a sensation: the rule of commercial priority (prior use).

The thing is, in the US, a trademark is registered not because you were the “first to invent the word,” but because you were the first to start using it in business. Middle-earth Enterprises only began officially registering commercial rights for the word “Rivendell” around 2008. Meanwhile, Rivendell Media was founded back in 1979. Since then, it has continuously provided advertising services under this name. As it turns out, the small media company used this name in actual commerce three decades earlier than the franchise owners thought to legally secure this specific word for business services.

What’s Next?

Rivendell Media must respond to the claims by June 12, 2026. If they fail to do so, the trademark will simply be canceled. However, if the agency goes all the way, we are in for a prolonged process. Since the company has been operating since 1979, it is unlikely to just give up its name.

Most likely, the parties will try to negotiate a “peaceful coexistence”: the media agency will operate in the advertising sector, while Middle-earth Enterprises will stay in the entertainment and toy industries. But if the case goes to federal court, this “Battle for Middle-earth” could become one of the most high-profile precedents in modern intellectual property law.

As it turns out, even an elven city is not immune to capitalist wars!

Founder of Research & Patent group Intectica, author of patent algorithms for solving problems in the pharmaceutical industry, patent attorney certified in all intellectual property objects (Patents, Design, TM), with education in chemistry and law, chief expert of the patent institution of Ukraine UKRPATENT (1997-2004). Member of international organizations, including ECTA, PTMG, UAM, lecturer and blogger.