In a surprising turn of events, a family-owned supermarket in San Ramón, Costa Rica, has successfully defended its name, ‘Super Mario’, against gaming giant Nintendo.
The supermarket, operating under the slogan “Su lugar de confianza” (“Your trusted place”), has been a community staple for decades. When the owner’s son sought to renew their trademark last year, Nintendo challenged the application, citing its iconic video game character.
Despite feeling daunted by the prospect of facing such a “commercial monster,” the family, with the assistance of legal advisor José Edgardo Jiménez Blanco, decided to stand their ground. Their perseverance paid off when Costa Rica’s National Register ruled in their favor, noting that while Nintendo holds trademarks for ‘Super Mario’ in various categories, it does not cover supermarkets or the sale of groceries.

Expressing their relief and joy, the family stated, “For a moment we thought about throwing in the towel. How were we going to win against such a commercial monster? Especially with the number of legal documents presented by them to ensure victory. Well, luckily Edgardo and I stood firm and a few days ago we received the good news.”
This case underscores the complexities of trademark law and highlights the challenges small businesses can face when up against global corporations. It’s a reminder that with determination and proper legal support, even the smallest entities can uphold their rights.
Credit for the article to Nintendo Life.
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