The Birth of a Trademark
Yamato Transport’s “Takkyubin” service, launched in 1976, revolutionized Japan’s delivery industry. But it wasn’t just a service; it became a brand so powerful that the company trademarked the term, preventing other delivery companies from using it. This strategic move cemented Yamato’s position in the Japanese consciousness, making “Takkyubin” synonymous with reliable delivery.
A Magical Coincidence: Kiki’s Delivery Service
Enter Studio Ghibli’s beloved film “Kiki’s Delivery Service” in 1989. The movie features a young witch, Kiki, who starts her own “Takkyubin” service. But how did this apparent use of a trademarked term come about?
Timing and Inspiration
Interestingly, when “Kiki’s Delivery Service” was released, Yamato Transport had not yet registered “Takkyubin” as a trademark. This legal detail allowed the film to use the term freely, without any infringement.
Moreover, the original novel’s author, Eiko Kadono, drew inspiration from Yamato’s real-life Takkyubin service. In essence, Kiki’s magical deliveries were a creative homage to the efficiency and reliability of Yamato Transport.
A Symbiotic Relationship
Today, far from any legal disputes, Yamato Transport and “Kiki’s Delivery Service” enjoy a positive relationship:
- Collaborative projects between the two entities
- “Takkyubin” has evolved into both a corporate trademark and a cultural icon
- The term now evokes both efficient delivery services and magical adventures
Key Takeaways
- “Takkyubin” is Yamato Transport’s registered trademark, unique to their service
- “Kiki’s Delivery Service” used the term before it was officially trademarked
- The film serves as a creative tribute to Yamato’s innovative delivery service
- The shared use of “Takkyubin” has led to a mutually beneficial relationship between Yamato and Studio Ghibli
This fascinating intersection of corporate branding and beloved animation demonstrates how a simple term can transcend its original meaning to become a cultural touchstone, bridging the worlds of business and imagination in unexpected ways.
