Middle-earth Enterprises has filed fresh U.S. trademark applications for “THE SHIRE” and “LA COMARCA” covering “providing theme park services.” The applications were filed August 31, 2026, and are currently pending—not registrations, construction permits, or an announcement from Universal Orlando Resort.
Middle-earth Enterprises, the rights company tied to J.R.R. Tolkien’s The Lord of the Rings and The Hobbit, is specifically seeking protection for the names in connection with theme park services.
The Shire Theme Park Trademark Puts Theme Parks in Writing
The new THE SHIRE application, serial number 50082608, identifies Middle-earth Enterprises, LLC as the owner and lists “Providing theme park services” in International Class 041. A separate LA COMARCA application, serial number 50082596, carries the same description; “La Comarca” translates to “The Shire.”
Both filings are listed as intent-to-use applications and remain live/pending. Middle-earth Enterprises also filed separate applications for the same two names covering temporary accommodations and restaurant services, expanding the marks’ hospitality scope. The combination is notable because the filings cover both entertainment and hospitality categories, even though they reveal nothing about a specific project, partner, or destination.
There is important history here, however. LA COMARCA was previously filed in 2022 by The Saul Zaentz Company for theme park services and accommodations/restaurant services. It is evidence that Middle-earth Enterprises is actively protecting these names for potential location-based uses.
Why Universal Orlando Is Part of the Speculation
The Universal connection is not contained in the trademark applications themselves. The Universal theory instead comes from years of discussion around possible uses of Tolkien’s IP in the resort. The filings do not name Universal, Islands of Adventure, Epic Universe, Florida, or any specific theme park operator.
Epic Universe ultimately opened on May 22, 2025, with five worlds: Celestial Park, SUPER NINTENDO WORLD, Dark Universe, How to Train Your Dragon – Isle of Berk, and The Wizarding World of Harry Potter – Ministry of Magic. The Lord of the Rings was not one of them, as Inside the Magic reported when Epic Universe opened. Universal’s official Epic Universe website confirms the park’s current lineup.
That leaves attention on Universal’s existing parks, particularly Islands of Adventure. Inside the Magic has tracked the continuing removal of Lost Continent landmarks and earlier construction activity in the former mythology-themed area.
The Lost Continent Creates an Obvious Question
The former Lost Continent is a tempting piece of the puzzle because of its fantasy setting and location beside Hogsmeade. Poseidon’s Fury closed in 2023, and the area has continued to lose recognizable elements since then, as detailed in Inside the Magic’s coverage of the Lost Continent’s changing footprint.
Inside the Magic previously examined The Lord of the Rings as one possible replacement concept for the land, alongside other rumored franchises. More recently, demolition and redevelopment speculation surrounding the area has kept the future of this section of Islands of Adventure unresolved.
That does not make The Shire its replacement. Universal has not announced a Middle-earth land for the site, and the trademark records establish no connection to the property. The paperwork simply gives a longstanding rumor a new, concrete development to watch.
Toon Lagoon Remains Another Fan-Theory Target
Toon Lagoon has also surfaced in broader discussions about how Universal could modernize Islands of Adventure. The land remains operational, and there is no confirmed plan to remove it for The Lord of the Rings.
Inside the Magic has reported on recent changes inside Toon Lagoon, including a dining-location refresh, while also covering speculation surrounding possible future rethemes.
But geography matters. A trademark filing does not identify acreage, ride systems, demolition plans, budgets, or construction schedules. It cannot tell us whether Middle-earth is destined for Toon Lagoon, Lost Continent, another Universal property, or no Universal park at all.
Middle-earth’s Rights Holder Is Openly Interested in Location-Based Experiences
What makes the filings more consequential than an ordinary fan theory is Middle-earth Enterprises’ own business posture. The company says it controls rights connected to The Lord of the Rings and The Hobbit, while Embracer Group’s 2022 acquisition announcement specifically identified theme-park rights among the Middle-earth Enterprises portfolio.
Middle-earth Enterprises’ official website now also promotes “Location Based Experiences,” describing real-world settings as an opportunity to bring Tolkien’s universe to life. Combined with applications explicitly covering theme park services, that establishes genuine commercial interest in protecting and developing location-based uses of the franchise.
It still does not identify Universal as the partner.
What Happens Next at Universal Islands of Adventure
For now, the verified story is narrow: Middle-earth Enterprises has filed new THE SHIRE and LA COMARCA applications for theme park services, while Universal Orlando has unannounced redevelopment questions at Islands of Adventure and a long history of Middle-earth speculation surrounding it.
The filing may ultimately support a future attraction, resort, restaurant, immersive experience, licensing deal—or simply preserve legal options for the rights holder. Until Universal Orlando or Middle-earth Enterprises announces a partnership and names a location, any claim that The Shire is replacing Lost Continent or Toon Lagoon remains speculation.
What has changed is the paper trail. The Shire is once again explicitly being positioned for theme park services in U.S. trademark filings. For Universal fans watching the next phase of Islands of Adventure, that is enough to make Middle-earth a development worth following closely.
