As stated in The Saul Zaentz Company d/b/a Tolkien Enterprises v. ATTO i.t.c., WIPO Case No. D2007-1495: ???As a result of Complainant's extensive advertising, licensing, and promotion of the Tolkien Works and related films, stage productions, merchandise and other goods and services, the HOBBIT Marks have acquired substantial secondary meaning, identifying goods and services relating to the Tolki