In the decades since J.R.R. Tolkien created the fable of Middle Earth, the fantasy world has enjoyed a consistent place in pop culture. Even now, The Hunt for Gollum film is in production for a 2027 release. The series features epic imaginary battles, but a real-world fight is currently emerging over a popular Lord of the Rings trademark property.

The current intellectual property dispute involves the fictional land of Rivendell from the Middle Earth saga. The National Gay Marketing Corporation submitted an application to trademark the term “Rivendell Media.” Many consumers might immediately think of Tolkien’s work when they hear “Rivendell,” but due to how long the LGBTQ agency has operated, this case could get very interesting.

The Fight Over a Lord of the Rings Trademark

The National Gay Marketing Corporation filed their trademark application on December 10, 2024. From the start, the organization ran into several issues that interfered with its potential trademark registration. However, these problems all appeared to be technicalities. Examining attorneys at the U.S. Patent and Trademark Office (USPTO) did not mention Middle Earth at all in their correspondence.

In October 2025, the group overcame all these issues and had “Rivendell Media” published in the Trademark Official Gazette. At that point, Middle-earth Enterprises, LLC, began pushing back against the application. The company submitted a trademark opposition to block registration, claiming that consumers might think the LGBTQ brand was somehow linked to Middle Earth.

While this might otherwise be a solid argument, the first use of “Rivendell Media” could raise issues for the Tolkien-linked brand.

Issues of Priority

There’s no debate that Middle-earth Enterprises owns rights to the term “Rivendell.” The company has several valid trademarks, some registered back in 2008. And even if there were no likelihood of confusion between the brands, it would be easy to see how “Rivendell Media” could potentially dilute the branding power of the popular Lord of the Rings trademark.

However, things get interesting when you realize that Rivendell Media is an established brand that’s been around for decades. The company was founded in 1979. Since then, it has offered advertising services for local and regional LGBTQ publications. While the “Rivendell” of Middle Earth was contrived long before 1979, it seems to have only recently been used in commerce.

That’s a defining characteristic of U.S. trademark law. The USPTO will not register a trademark unless commercial use has occurred. None of the several registrations mentioned in the filing by Middle-earth Enterprises mentions commercial use anywhere near as early as 1979. This could pose unique challenges when going up against a brand with a nearly half-century history.

What Happens Next?

The dispute between Middle-earth Enterprises and the National Gay Marketing Corporation may prove extremely complicated. Rivendell was linked to The Lord of the Rings long before Rivendell Media began offering services to LGBTQ brands. However, Rivendell Media clearly began providing commercial services under the name decades before Middle Earth did.

Since an opposition was filed, the National Gay Marketing Corporation must submit an answer to the USPTO. Failure to do so by June 12, 2026, could result in trademark abandonment. If this happens, they’ll lose any rights over the term “Rivendell Media.” Unfortunately, it’s difficult to predict what may happen next.

The two parties may reach an agreement that allows mutual use. The effort to trademark Rivendell Media may also cease, but this seems unlikely since the brand has existed since 1979. Even if the Trademark Trial and Appeal Board (TTAB) makes a decision in the case, either party may file federal litigation if they don’t like the outcome.

Put simply, this Lord of the Rings trademark dispute could make the Battle for Middle Earth look like a playground skirmish.