@MaryAustinBooks @Meowthias Well, Tolkien's names are owned by Middle Earth enterprises, a private company without any relationship with the Estate (since Tolkien himself sold the books rights during his life).
But it's totally true that their licensing guidelines don't allow these uses without a license, so we must think they have reached an economical agreement 🙁
https://www.middleearth.com/licensing#licensing_guidelines