Fast-food chain McDonald's has appealed against the registration of the happybox brand in Romania by Romanian businessman Marius Avram, saying its too close to its "Happy Meal".

The businessman created the happybox business and registered its brand in April this year, two months after it launching it.

His lawyers argue that the business, which sells gift boxes, sells totally different services than McDonald's – meaning services and vouchers, through different distribution channels and to a different category of buyers.

Avram said his business is also a promotion platform for many Romanian entrepreneurs and their businesses, as the gift boxes happybox sells include services from these companies.

“Besides the word 'happy', I cannot see any other common element with McDonald's Happy Meal. It is a pity such actions come from large corporations, to intimidate and discourage Romanian entrepreneurs,” the happybox founder said.

On the other hand, the fast food chain says the happybox name is too similar to Happy Meal, the kid menu introduced in 1979, saying that the Romanian entrepreneur will actually benefit from the name confusion.

editor@romania-insider.com