ZeniMax trademarks “Fus Ro Dah”
ZeniMax Media, parent company of The Elder Scrolls V: Skyrim developer Bethesda, has filed a number of trademarks as it seeks to shore up the rights to the game's dragon shout, "Fus Ro Dah."
Spotted by Fusible, ZeniMax has submitted six different trademark filings to the USPTO, covering everything from games and strategy guides to glasses cases, bags, clothing, bobble-head dolls and trading cards.
While it's likely that ZeniMax is just covering its back – there is, after all, an awful lot of unofficial Skyrim merchandise out there – the final filing is most interesting indeed. It covers "entertainment services, namely providing online interactive computer games … via the internet."
Bethesda has been rumoured to announce an MMOG set in the Elder Scrolls universe for some time, with one recent report claiming the company would officially announce the game in May.
Either way, it shows just how popular Skyrim has become; not even Bethesda or its parent company predicted that a single, trisyllabic phrase would become so iconic. Perhaps "arrow in the knee" is next on the list.