Image: Instagram @pipi_beverages
Pippi on the soda bottle? Lindgren heirs say: Not with us!
The most famous redhead in children's literature is back - but this time not in Villa Kunterbunt, but on a Croatian lemonade bottle. To be more precise: on the label of the trademark "Pipi", which advertises with a girl with - albeit blonde - pigtails. For the heirs of Astrid Lindgren, this is too much of a good thing; they see the "Pipi" lemonade as a trademark infringement. As BR24 reports, they are now taking legal action against the Croatian manufacturer OSTRC.
The main points of criticism: The name "Pipi", the mascot's appearance, which is strongly reminiscent of Pippi Longstocking - and, above all, the sexualized depiction on the bottle labels. According to Lindgren's heirs, the breasts of the drawn figure are covered by fruit such as melons or oranges, depending on the variety. For them, this is a violation of the spirit of Astrid Lindgren's work - and potentially damaging to business.
"Pippi Longstocking belongs to all children" - but not for advertising!
Olle Nyman, the author's grandson and spokesman for the community of heirs, told the German Press Agency: "Pippi Longstocking belongs to all children - but nobody has the right to exploit her name for their own gain."
The Lindgren heirs feel obliged to take action against any commercial use of the trademark without permission - especially if this is also linked to ambiguous depictions.
They are particularly critical of the fact that the manufacturer openly admits on its own website that it was inspired by Astrid Lindgren's character when naming the lemonade.
Over 50 years of "Pipi" lemonade - but only now trouble
What makes the matter even more complex is that, according to the manufacturer, the "Pipi" lemonade has been available in Croatia since 1971. However, the Lindgren heirs apparently only found out about the lemonade through a trademark application in Sweden. They now see too great a risk of confusion with the well-known children's book character - especially for children and families.
The company OSTRC itself has not yet commented on the lawsuit. The German distributor based in Nuremberg, "Pipi Beverages GmbH", is also keeping a low profile.
Comment: Between braids, lemons and legal boundaries
A girl with pigtails, a name that sounds like a trivialization, plus fruit in front of her chest - the Lindgren heirs find this neither charming nor funny, but simply transgressive. And they are right, at least from a trademark law perspective.
The fact that the lemonade has been sold for decades does not automatically make it legally safe. Trademark law not only asks about the duration, but also about the type and manner of use - and this is likely to go well beyond a harmless summer drink, at the latest with the new campaigns.
Conclusion: Pippi remains strong - even in the courtroom. Anyone who wants to advertise with her should dress warmly.
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