The federation says it is embroiled in a nasty trademark turf war although the league doesn't see it that way.
At issue is the federation's children's magazine, Wild, which it has published for the last five years and has held trademark rights on since last year.
The wildlife federation says the NHL and expansion Wild have demanded the federation give up its rights to the trademark so the team can use the name for its own marketing and promotion.
"It boggles my mind the arrogance they display," said Colin Maxwell, wildlife federation executive vice-president.
"Frankly, we'd like a little respect and we'd like a little courtesy."
The NHL and the club have filed notice in Federal Court to appeal the federation's right to the trademark.
"Taking such extreme action before approaching us directly is like swatting a fly with a hammer," Maxwell said at a news conference Thursday.
But Mary Sotis, vice-president legal for NHL Enterprises, said the league had no choice but to file in Federal Court.
"The wildlife federation sought heightened protection of its trademark from the Canadian trademark office," she said.
"That gives parties who would be affected by that a deadline of a month or so later to file an appeal.
"That's the only reason why we did it and our intent was to work toward settlement."
Maxwell said he was shocked when he first learned of the league's legal action last month.
He said he called Wild CEO Jac Sperling last week to try to resolve the issue but came away with only the perfunctory `We'll get back to you.'
In a release issued late Thursday, the NHL said "as recently as last week, discussions have led to potential terms of settlement."
But Maxwell called that a "Pinnochio story."
"Nobody talked to me last week," he said.
"There was no proposal for a settlement or discussion on settlement -- there was no negotiation."
The league says it, the Wild and the federation "have been in discussions for several months," but Maxwell described that as a spin job.
"I think they got caught with their pants down," he said. "They just keep ignoring us."
NHL teams share revenue from the sale of merchandise such as hats, T-shirts and jerseys.
Maxwell said the federation was willing to allow the team to use the word Wild on such items as long as it was preceded by the word Minnesota.
The team balked at the offer, he said.
Maxwell said the federation doesn't want to get into a protracted David-and-Goliath-type lawsuit it probably can't win.
"We don't have the resources and the huge PR department and legal department the NHL does," Maxwell said.
But the federation feels it has to defend its turf.
"It's not about hockey," he said. "It's about a kid's magazine, being told that if we pursue this, if we talk to the media, the gloves are coming off.
"I hope the NHL feel really proud of themselves, acting like a bunch of thugs, beating up on a little old lady sitting in a wheelchair, because that's the correct analogy.
"We are still perfectly willing to sit down with officials with the Minnesota club and talk about a way that we can work together in both our interests."
Maxwell said he would like an agreement where the two organizations share the name and strike a cross-promotion deal with the team doing a public service announcement for the federation, for example, in return for the use of its trademark name.
Wild magazine has 13,000 subscribers across the country.
Maxwell said it's a vehicle for the charitable organization which promotes the protection of Canada's wild species and spaces, to reach out to children.
The 38-year-old non-profit wildlife federation represents 300,000 members and supporters and has an annual budget of about $10 million.
By Mark Brennae
