Nintendo has found a novel new way to promote the upcoming release of Donkey Kong Country Returns: Filing a request with the US Patent and Trademark Office to trademark the pop-culture phrase "It's on like Donkey Kong." Oh it's on.
The phrase "It's on like Donkey Kong" has been around for quite a long time. I first remember hearing it at the beginning of Ice Cube's "Now I gotta Wet'cha" in 1992. It's appeared in various songs, movies, and television shows since then, and is a relatively common phrase in both gaming and non-gaming circles.
Now Nintendo is taking it back, filing a request with the US Patent and Trademark Office for ownership of the phrase in order to promote the November 21 release of Donkey Kong Country Returns on the Wii. The company says the phrase points to the status of Donkey Kong as a pop culture icon.
More like the status of Donkey Kong as something that goes quite well with "It's on," but they can have their promotional fun.