Sylvanian Families, the beloved children’s toy brand, is currently engaged in a legal dispute with a TikTok content creator known for producing comedic videos featuring the toys in dark and often risqué storylines.
The iconic, flocked animal figures, first introduced in 1985, have long been a staple of childhood. However, the Sylvanian Drama TikTok account portrays them in adult situations, including sketches that depict substance abuse, infidelity, violence, and even murder.
Epoch Company Ltd, the Japanese manufacturer of Sylvanian Families, has filed a copyright infringement lawsuit in the United States, alleging that the TikTok videos are causing “irreparable injury” to the brand’s reputation.
The owner of the Sylvanian Drama account, Thea Von Engelbrechten, who resides in Ireland, has responded with a counternotice, asserting that her works are protected under the legal concept of “parody.”
The Sylvanian Drama skits have gained considerable traction online, amassing 2.5 million followers and garnering 68 million likes on TikTok. The account also maintains a presence on other social media platforms, including Instagram, YouTube, X, and Facebook.
Notably, Sylvanian Drama has collaborated with prominent brands such as Marc Jacobs, Burberry, Netflix, and Hilton on sponsored advertising campaigns.
Sylvanian Families are traditionally marketed as “an adorable range of distinctive animal characters with charming and beautiful homes, furniture and accessories”.
The characters are depicted as residing in picturesque homes nestled within idyllic landscapes of greenery, woodlands, meadows, and rivers.
The characters are given names like Freya the Chocolate Rabbit girl, Ambrose the Walnut Squirrel baby and Pino the Latte Cat baby.
The official Sylvanian Families storylines typically involve wholesome adventures, with titles such as “Picnic by the sea,” “Surprise shopping trip,” and “Ice cream for everyone.”
In stark contrast, the SylvanianDrama TikTok account portrays the creatures in costumes and makeup, accompanied by captions such as “My marriage is falling apart” and “My boyfriend won’t post me on Instagram.”
Court documents filed by Epoch with the Southern District of New York on 4 July and reviewed by the BBC allege that Ms. Von Engelbrechten is infringing on the company’s copyright without authorization, thereby causing irreparable harm to its goodwill and reputation.
According to the court documents, Ms. Von Engelbrechten stated in an interview with influencer marketing firm Fohr that her inspiration for the storylines stemmed from “cringey TV shows and early 2000s comedy.”
She elaborated, “I’m also really inspired by my cats because they are extremely sassy and self-obsessed and can be so cute, but they also have no morals when it comes to killing other animals. I try to embody that with the Sylvanians.”
When asked about the popularity of her videos, she told Fohr: “Maybe it’s because it’s coming from the voice of a 22-year-old who struggles with the same things as [they do]. I have a lot of storylines about insecure people, diet culture, toxic men, and sustainability, which I think other girls my age are also thinking a lot about.”
A pre-trial conference has been scheduled for August 14. During this conference, legal representatives from both parties will convene to explore potential settlement options or to prepare the case for trial.
Neither Epoch Company Ltd nor Ms. Von Engelbrechten have responded to requests for comment from the BBC.
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