Middle-earth Enterprises files trademarks for The Shire theme park services

Middle-earth Enterprises has filed new United States trademark applications for “THE SHIRE” and “LA COMARCA” (the Spanish translation for The Shire) specifically covering “providing theme park services.” The filings, submitted on August 31, 2026, are currently listed as live, pending, and intent-to-use applications.

In addition to theme park services, the company filed separate applications for the same names regarding restaurant services and temporary accommodations, suggesting an expansion into hospitality. While the trademark paperwork does not explicitly name Universal Orlando Resort or any specific project, the filings have fueled long-standing speculation regarding a potential Lord of the Rings-themed land at Universal’s Islands of Adventure.

Middle-earth Enterprises, which was acquired by Embracer Group in 2022, manages the rights to J. R. R. Tolkien’s works, including The Lord of the Rings and The Hobbit. The company has previously expressed interest in developing location-based immersive experiences for the Tolkien catalog.