As the hype ramps up for Disney's live-action remake of its animated classic The Lion King, behind the scenes the company is facing backlash over its trademark of the Swahili phrase 'hakuna matata'.
A petition that was recently launched urges the company to renounce its trademark of the phrase, which means 'no problem' or 'no worries' in the Swahili language and is often used in eastern Africa.
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The House of Mouse first applied for an intellectual property right on the saying back in 1994 - when it also released the animated film, in which characters Timon and Pumbaa sing the song that prominently features the expression.
While this has long been a topic of contention, the debate has spiked again amid the forthcoming release of the live-action remake.
Wading in on the conversation is Zimbabwean activist Shelton Mpala, who launched the petition that not only calls out Disney, but also urges people to say no to 'any corporations/individuals looking to trademark languages, terms or phrases they didn't invent'.
He wrote: "While we respect Disney as an entertainment institution responsible for creating many of our childhood memories, the decision to trademark 'Hakuna Matata' is predicated purely on greed and is an insult not only the spirit of the Swahili people but also, Africa as a whole.
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"The movie is set in Africa and the characters have African names which further makes the decision to implement the trademark a perplexing one.
"The term 'Hakuna Matata' is not a Disney creation hence not an infringement on intellectual or creative property, but an assault on the Swahili people and Africa as a whole. It sets a terrible precedence and sullies the very spirit of the term to begin with.
"At a time when divisiveness has taken over the world, one would think re-releasing a movie that celebrates the unlikely friendships, acceptance, and unity, Disney would make a decision that goes completely against these values."
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Many people agree and so far the petition has raised well over 150,000 signatures out of a 200,000 goal.
In light of the petition, writer and professor Namwali Serpell highlighted the absurdity of it all, stating: "Disney is too big to ignore, for one thing.
"But there is a patent absurdity to the idea that hakuna matata would be subject to trademark. It's like copyrighting 'goodbye' or 'hang loose'."
How Disney will react to the tumult is yet to be seen, but right now the signature count shows no signs of slowing. Watch this space.
Featured Image Credit: Disney