As part of Nintendo's attempt to hold onto the past, they have filed to trademark the phrase "It's on like Donkey Kong." This has raised questions from the general media about why Nintendo would do this. What I am surprised about is that people are surprised.
This is the company who was unaware a few years ago that several hundred million dollars was a lot of money. Clearly, they have no rational grasp on reality. I would have been more surprised if they hadn't done this at some point.
For Nintendo's "reasoning," hit the break.
In honor of the upcoming Nov. 21 launch of Donkey Kong Country™ Returns for the Wii™ console, Nintendo has filed a request with the U.S. Patent and Trademark Office to trademark the pop-culture phrase "It's on like Donkey Kong." For those unfamiliar with the term, "It's on like Donkey Kong" is an old, popular Nintendo phrase that has a number of possible interpretations depending on how it's used. In addition to Nintendo's use, it has been used in popular music, television and film over the years, pointing to Donkey Kong's status as an enduring pop-culture icon and video game superstar.
Donkey Kong™ is one of the oldest and most recognizable video game characters. He has been a pop-culture icon since the launch of his 1981 self-titled arcade game. Donkey Kong again rose to prominence in the 1994 Super NES™ game Donkey Kong Country. His new game, Donkey Kong Country Returns, marks his triumphant return in a new side-scrolling adventure with new challenges amid a beautiful setting. The game features the first simultaneous cooperative game-play mode for the series, with one player controlling Donkey Kong and the other controlling his agile pal, Diddy Kong™.