Action brought on 5 January 2017 — John Mills v EUIPO — Jerome Alexander Consulting (MINERAL MAGIC)

(Case T-7/17)

(2017/C 063/50)

Language in which the application was lodged: English

Parties

Applicant: John Mills Ltd (London, United Kingdom) (represented by: S. Malynicz, QC)

Defendant: European Union Intellectual Property Office (EUIPO)

Other party to the proceedings before the Board of Appeal: Jerome Alexander Consulting Corp. (Surfside, Florida, United States)

Details of the proceedings before EUIPO

Applicant of the trade mark at issue: Applicant

Trade mark at issue: EU word mark ‘MINERAL MAGIC’ — EU trade mark application No 12 151 379

Procedure before EUIPO: Opposition proceedings

Contested decision: Decision of the First Board of Appeal of EUIPO of 5 October 2016 in Case R 2087/2015-1

Form of order sought

The applicant claims that the Court should:

Plea in law