Nintendo seeking to TM 'It's on like Donkey Kong'

Japanese game maker looking to secure popular phrase; Donkey Kong Country Returns due out Nov. 21.

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The Nintendo label sports many popular catchphrases, including Super Mario 64's "It's a-me, Mario" and the "Wii would like to play" phrase from the Nintendo Wii's advertisement campaign. Now, the company is seeking to lock down a trademark for a Donkey Kong saying.

Nintendo sent word today that it has filed a request with the United States Patent and Trademark Office to secure the phrase "It's on like Donkey Kong." The phrase has multiple meanings depending on context and is a transmedia phenomenon.

Nintendo to Trademark office:
Nintendo to Trademark office: "It's on like Donkey Kong."

It was uttered by the loudmouthed Steve Stifler in American Wedding and was also used in a commercial featuring the Williams sisters and Manning brothers of sport fame. Rapper Ice Cube also popularized its usage with his 1992 track "Now I Gotta Wet'Cha," off the Predator album.

"It's On like Donkey Kong" isn't the only phrase Nintendo has sought to trademark. Most recently, the publisher filed an application to trademark "Gotta Catch 'Em All," a phrase made famous by its popular Pokemon franchise.

Donkey Kong Country Returns is being developed by Retro Studios, the outfit behind the Metroid Prime series. The 2D platformer sees Donkey Kong and Diddy Kong return to action with many of the DKC series' familiar trappings, from mine-cart racing to being shot out of barrels. It hits shelves on November 21. For more on the title, check out GameSpot's most recent preview.

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