The online literary community on TikTok, commonly known as BookTok, has recently erupted in protest following a controversial trademark registration by content creator Allie Mitrovich. On June 3, Mitrovich announced that her business, Allie Rose Co., had successfully secured the trademark for the phrase “Hot Girls Read”, a slogan frequently used within the BookTok community to describe a trend that equates reading with being attractive and fashionable.
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The announcement was met with immediate backlash. Members of the BookTok community, who typically engage in lighthearted discussions on literary topics, united in their opposition to the trademark. By June 5, a cancellation request had been filed contesting the registered mark, which applied to various products sold by Allie Rose Co., including bookmarks, stickers, book covers, and apparel items.
In a previously deleted Instagram post, Mitrovich expressed her enthusiasm for the trademark, stating, “Hot Girls Read™ is officially ours.” She shared her own journey with reading and its positive impact on her life and business, emphasising the community impact this phrase had had on her success. However, as the backlash intensified, Mitrovich faced considerable criticism for attempting to claim ownership of a phrase that many believed belonged to the broader community.
On June 8, Mitrovich further complicated the situation by announcing her decision to surrender the trademark. She acknowledged the unintentional harm caused to other small businesses and apologised for her actions, labelling her initial decision a business strategy that lacked consideration for community sentiment. She added, “That was entirely wrong on my end. I hear you and I take that on the chin 100 per cent.”
To address the controversy, Mitrovich announced that any profits from the “Hot Girls Read” products would be donated to charities – Room to Read and Read and Feed, providing her with an avenue to work towards repairing community relationships. She reaffirmed her commitment to community values over profit, stating, “At the end of the day, I care most about community over anything when it comes to my business.”
Critically, the phrase “Hot Girls Read” is not new to BookTok. While Mitrovich claimed in her filing that she invented it in 2021, users within the community pointed out several instances of the phrase in use dating back to before her claim. Examples include tweets from as early as 2016 and 2017, indicating that this phrase had long been embraced by myriad readers and content creators.
The question of trademarking colloquial phrases has raised broader concerns within the community. Although Mitrovich’s trademark would not prevent individuals from using the phrase in casual conversation, it would impose restrictions on products marketed for sale within categories also claimed by Allie Rose Co. Other small businesses have voiced their concerns, arguing that such a trademark could jeopardise their operations by creating confusion among consumers regarding ownership of the phrase.
Responses within the BookTok community have been strikingly unified; many users expressed resentment towards Mitrovich’s move, with some vowing to resist the trademark by continuing to use the phrase in their content. “Congrats to that girl who officially trademarked ‘hot girls read.’ You’ve officially sunk your business,” said one commenter, illustrating the community’s strong disapproval.
As the outrage resonated through social media, BookTok enthusiasts also began to scrutinise other trademarks associated with widely-used phrases in literary culture. This led to inquiries about previous trademarks filed for phrases specific to the community, like “book boyfriend,” revealing a potentially troubling trend that could undermine independent creators and small businesses.
With her recent apology and surrender of the trademark, Mitrovich has made some attempts to restore her standing in the community. However, the incident has sparked an ongoing discussion about intellectual property rights and their implications in niche online communities. As BookTok continues to grow, the matter raises critical questions about ownership and collective culture in a digital age where phrases and trends can spread virally, often blurring the lines between individual and community ownership.
While the trademark debacle has seemingly created a rift between Mitrovich and the BookTok community, it remains to be seen whether unity can be restored, or if this incident will serve as a cautionary tale for aspiring creators navigating the complexities of branding and community engagement.