Barbie might not be seen wearing a Burberry trench coat anytime soon. This week, Barbie-owner Mattel filed a notice of opposition to block Burberry’s new “BRBY” trademark application, setting up a battle between te two iconic fashion brands.

Calling Barbie “one of the most recognizable brands in the world,” the opposition notes that Burberry’s newly proposed trademark “is highly similar” to Barbie’s trademark “in appearance, sound and commercial impression.” Mattel also notes, “When spoken aloud, the marks are phonetically identical. This is particularly so given that there is no correct pronunciation of a mark.” Burberry filed a trademark for “BRBY” last summer.

Mattel also writes that the Burberry trademark application, for a host of goods including leather and imitation-leather bags and accessories, cosmetic cases and clothing such as jackets and knitwear, could infringe on Barbie’s existing trademarks for the same items.

The lawsuit arrives during a period of Barbie-mania when fashion trends such as “Barbie-core” and new Barbie clothing collabs are flooding the market ahead of the hotly anticipated “Barbie” movie due out July 21.

While Mattel’s use of a “similarity in sound” strategy is somewhat unique, there is an overall trend in trademark protection, according to Josh Gerben, a trademark lawyer and founding partner of Gerben Perrott.

“Big brands are cognizant of the need to keep more ‘elbow room’ around trademark registrations given how crowded the marketplace has become,” Gerben wrote in an email, noting that “the more similar trademarks that are registered to a particular mark, the smaller the overall zone of protection becomes.”

This is not the first recent trademark dispute Mattel has undertaken on behalf of its prized Barbie brand. Late last year, the toymaker settled a trademark lawsuit with snack company Rap Snacks over its Nicki Minaj “Barbie-Que Honey Truffle” chips. The terms of the settlement were not disclosed.