The demigod Maui filed suit against the island of Maui in district court this week claiming the island’s use of the name violates federal trademark law.
Maui, who gave birth to the island when he pulled it from the bottom of the sea with his divine fish hook, claims his name has been used to market the island for years without permission.
“They could have come up with something a little more creative,” said the deified mortal. “I mean, ‘The Big Island’ isn’t terribly catchy, but at least it shows a little originality.”
Prescott Nguyen, a partner at Bernstein & Rosen LLP in Honolulu who is representing Maui, called the use of his client’s name “rampant” and demanded the island cease and desist at once.
“This time next year I want to hear Californians say they spent Christmas on 'that Hawaiian island second from the right.’ The name Maui is off limits,” said Nguyen.
The lawsuit states Maui had registered the trademarks to protect his name from use on, among other things, cheap souvenirs, calendars and sun visors.
“My client is particularly bothered by those short-shorts with his name arching across the backside,” said Nguyen. “What’s next? Are they going to name a marijuana plant named after him?”
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