Apparently, Disney failed to register its trademark for a long time while [Paraguayan] Mickey dutifully did so, and also being careful not to overreach its trademark categories, things that helped it.
Makes the term Paraguayan Mickey (or "Mickey paraguaio" as the Brasilians would call it) more interesting.
They're an Australian fast-food chain, named so because Burger King was already a trademark owned by some small Australian store, and couldn't be used by the company that the rest of the world knows as Burger King.
[1] https://en.wikipedia.org/wiki/Hungry_Jack%27s#:~:text=Hungry....
> During a recent national holiday, the man inside the Mickey mascot costume was warming up in an air-conditioned metal container inside the company’s factory that serves as his office.
> Ms. Blasco asked The New York Times to withhold Mickey’s identity from the Paraguayan public to preserve some of the “magic” behind the mascot.
Seems all reasonable, until you remember the flimsy justifications for their doxxing of Scott Alexander of Slate Star Codex fame. See eg https://slatestarcodex.com/2020/06/22/nyt-is-threatening-my-...