Movie studio bosses eager to cash in on the popularity of James Cameron's sci-fi epic Avatar have lost their bid to trademark the name Pandorapedia for a planned clothing line.

Twentieth Century Fox executives were keen to register the brand for merchandising purposes, but officials at the Trademark Trial and Appeals Board rejected their second request last week (08Nov13), ruling the name was too similar to that of the Pandora Sportswear Corporation.

An eight-page opinion issued to Fox chiefs states, "We find that the marks Pandora and PandoraPEDIA are similar and thus... favors a finding of likelihood of confusion."

Pandora was the alien moon featured in the 2009 blockbuster, while all things Avatar were explained in Cameron's own encyclopaedia, Pandorapedia, which is used by players of the Avatar video game.

Avatar 2 is due for release in 2016.