Metaverse Trademarks: A Guide to Notable Filings

Major brands are beginning to prepare for the metaverse.

In the past few months, hundreds of trademark filings have been made to protect iconic brands in this new digital frontier.

I recently spoke to AdAge about how trademark filings for the metaverse were not even on my radar until late in 2021.  Nowadays, I talk to clients almost daily about how to protect their brands in the virtual worlds that are coming.

The boom in metaverse-related trademark filings can be pinpointed to just after Meta Platforms, Inc (p/k/a Facebook, Inc) announced its name change and vision for the future in October 2021.

Why are the world’s largest companies filing new trademark applications for the metaverse?

To answer this, you must first remember that trademark protection is granted in relation to the products or services being provided. When filling out a trademark application, an applicant must choose which trademark “class” or “category” they are seeking to protect their product(s)/service(s) in. You can learn more about some of the most common trademark classifications here.

Trademark classifications are important, as they allow companies in different industries the ability to coexist and have trademark protection for their individual products or services.  Trademark classes allow for the chocolate company, Dove, to exist on the federal trademark register at the same time as Dove, the soap company. Another example of this would be Delta, which exists as both an airline company and a faucet manufacturer.

The reason we’re seeing such an influx of metaverse filings from the world’s largest companies is that while they may own trademark registrations for their existing products or services, they do not own similar registrations for the digital counterpart. For example, Nike, which was one of the first major retail brands to jump into the metaverse, owned trademark registrations for “shoes” (which is class 25), however, they did not own similar registrations for “digital shoes” (class 9). By filing to protect its products in the metaverse, Nike has ensured that not only can it monitor and enforce its brand within the new space, but that it has also significantly strengthened and broadened its overall brand protection.

Another example of filing for protection of virtual goods could be a company that sells shampoo, which is a class 3 product. This company may find themselves also applying for a trademark in class 9 (for digital goods and NFTs), class 35 (for a virtual store), and class 36 (for cryptocurrency).

What should companies do to protect themselves in the metaverse?

The first step that all companies, both new and old, should take is to conduct an audit of their current trademark portfolios. Once completed, they should be sure to file any additional trademark applications to cover the new classes of goods and services that will be possible in the metaverse or other digital worlds. When filing any new trademark applications, companies should be sure to file them in all countries in which the company operates (or may operate).

Having ownership of your company’s brand in the metaverse is going to be essential for fighting any potential infringement that may spring up in this new space. Many social media and e-commerce platforms already require trademark registrations in order to take down or put a stop to bad behavior. These additional trademark protections will also provide businesses of all sizes with better tools to deal with bad actors and counterfeiters, in not only today’s digital world but the digital worlds that are coming.

Read our complete guide to trademarks and the metaverse.

List of notable “metaverse” trademark filings

Here is a list of some of the world’s largest brands that have recently filed trademark applications for “virtual goods” or for launching a “virtual store” in the metaverse.

1-800-CONTACTS 3M Company 50 Cent A&E Television Networks
Abercrombie & Fitch Abita Brewing Acer Adobe Inc
Aether Biomedical Aidells Aiden Hutchinson Aiea Golf
Air Wick AKU Apparel Alberta Ferretti Alex Mill Clothing
Alibaba Alice + Olivia Allied Esports International Align Technology
Allbirds Allure Magazine Amazon American Express
American Heart Association American Idol American Kennel Club Amyris Clean Beauty
Anderson Paak Andretti Indoor Karting & Games Anheuser-Busch Annà Museo
Anna Sorkin Anthropologie AOL Aquafina
Aramark Arbonne ARIA Casino Arizona Ice Tea
Ashley Flowers At Home Stores Atari Interactive Inc Athena Cosmetics
Athleta Audemars Piguet Aveeno Avirex
Axe Body Spray Baby List Inc Bad Robot
Bakeup Beauty Ball Park Franks Ballantine's Balmain
Banana Republic Band-Aid Banneberg & Rowell Banter by Piercing Pagoda
Barilla Baron Davis Baskin-Robbins Bass Outdoor
Bates Footwear Beachbody Bebe Clothing Beckett Collectibles
Beefeater Gin Bellagio Casino Belvedere Vodka Benadryl
Bergdorf Goodman Bic Pens Billboard Music Billie Ellish
Billionaire Boys Clubs Bimbo Bakeries Blippi Blancpain Watches
Block Inc Blockbuster Blue Buffalo Blue Moon
BMW Boardroom Sports Bob Marley Boba Guys
Bobbi Brown Cosmetics Bolt Threads Bon Appétit Magazine Boyd Gaming
Breguet Brit Floyd British Broadcasting Corp Brooklyn Nets
Brooks Sports Brooks Brothers Brookstone BTS
Budweiser Buffalo Wild Wings Bulgari Boost Mobile
Bulleit Burberry Burger King Cabbage Patch Kids
Cafe Bustello Cali & Co. Jewelry California Fish Grill Callaway Golf Company
Caltex Calvin Klein Candyverse Canon U.S.A.
Cap'n Crunch Capital One Carhartt Carl's Jr
Carol's Daughter Carnival Cruise Line Casa Ferreirinha CBS Studios
Celebrity Cruises CeraVe Certina Watches Chaco
Champion Chantecaille Charlotte Tilbury Château d'Esclans
Cheetos Chef Nick Mathers Cher Chevron
Chewy Chic-fil-a Chiquita Chivas Regal
Chobani Christina Aguilera Chrome Hearts Chubbies
Chuck E. Cheese Churchill Downs City of Beverly Hills Clinique
Coach Cobra Golf Cocomelon Cold Stone Creamery
Cole Haan Coleco (Toy Company) Colgate Colosseum Athletics
Columbia Pictures Comme des Garçons Conopco Conor McGregor
Converse Coogi Coors/Coors Light Coty Brands
Covergirl Crate & Barrel Cressi Crocs
Crown Royal Crystal Palace F.C. Cunard CVS
Cyberathletix Cypress Hill David Beckham DC Comics
Deckers Outdoor Corp Decléor Deeecenter Inc Degree Deodorant
DeLorean Motor Company Demarini Dermablend Dick's Sporting Goods
Discos Fuentes Digital Fashion Group DISH Wireless Division Street Associates
DKNY Dolly Parton Dom Perignon Doritos
Doublemint Dove Chocolate Dove Soap Dover Motor Speedway
Dover Street Market Dr. Oz & Daphne Oz DraftKings DSW
Dunkin' Duplo eBay Ecolab
Eegee's Egg and Butter Apparel Elizabeth Sutton Collection El Jimador Tequila
Elvis Presley Encyclopaedia Britannica Essie Estée Lauder
Etch-a-Sketch Etymotic Express Extra Gum
Faber-Castell Falke Fashion Nova Favorite Daughter Clothing
Faze Clan Federation Internationale de L'Automobile Fender FIFA
Fiji Water Company FILA Filson Clothing Firehouse Subs
Fogo de Chão Folgers Food & Wine Magazine Ford Models
Fords Gin Fossil Apparel Fox Factory Inc Fox Media
Fox Racing Frances Valentine Free People Frito-Lay North America
Fubu Fuji Film Fun Wine Funko
Fwrd Clothing G Fuel Galletas Gullón Gamestop
Ganni Garnier Gary Vaynerchuk Gatorade
Gene Simmons Genius Brands International Geno Smith III G. H. Mumm Champagne
Glashütte Watches Glenlivet Glenmorangie Grandmaster Flash
Golden Goose Apparel Google Goop Gosling Brothers
Grace Gaustad Gro Pro GQ Magazine Guru Denim
Haas Brothers Hamilton Watches Harmon International Harry Winston Watches
Hasbro Heely's Heir Labs Hellman's
Herman Miller Hermès Herradura Tequila Hillshire Farm
Hoka Holland America Line Holland Cooper Hollister
Home Depot Hooters Hormel Foods Hot Topic
House of Athlete HSBC Bank Hudson Clothing Hudson Yards
Hugo Boss Hurley Hush Puppies HYBE America
HydroLogic Purification Systems Hyundai Ideal-Air IEX Group
IMAX Corporation Indianpolis Motor Speedway Indo Coffee Corporation In-N-Out Burger
Insane Clown Posse Insight Medical Systems Inspire Brands Instant Brands Holdings Inc
InStyle Magazine Intuit Invisalign Isle Surf Equipment
IT Cosmetics J. Crew J.M. Smucker Company Jabra
Jack Daniel's Jack Wolfskin Jameson Whiskey Jamie Foxx
Jaquet Droz Watches Jared Jewelry Jay-Z/Shawn Carter Jazwares
Jeffree Star Cosmetics Jersey Mike's Subs Jibbitz Jimmy Dean (Food)
Jimmy John's JG Melon Jockey International Johnson & Johnson
Jones Soda Company Jordache Jos. A. Bank JP Morgan Chase Bank
Justice KAI Family Enterprises Kahlua Kandy Girl Cosmetics
Kanye West Karl Lagerfeld Kate Spade Kay Jewelers
KB Home Keds Kendra Scott Kenneth Cole
Kentucky Fried Chicken Kepler Space Institute Kering Kevin Durant
Kevin Hart Keystone Beer KF Tea USA Kia
Kiehl's KIND Snacks Kiss (The Band) KISS Nails
Koby & Gianna Bryant Krug Kut Klose Kwaku Alston Photography
LA Clippers La Roche-Posay Skincare Lacoste Läderach Chocolates
LaMelo Ball Lancome Larry H. Miller Theatres Lashify
Lay's LeBron James Lee Caplin Lee Jeans
Leo Schachter Diamonds Let's Make a Deal Levi Strauss & Co LG Electronics
LHM Company Limited Too LimitlessX Lionel Richie
Listerine Little Ruby's Cafe Live Nation Lizzo
Logan Paul Promotions Longines Watches L'Oreal Paris Loro Piana
Lou Adler Louis Vuitton Malletier Louisiana State University Louvre Museum
Lowes LPGA Lubriderm Ludlow
Lulu's Fashion Lululemon M&M's M•A•C Cosmetics
Mack Weldon Madewell Maeve Majestic Steel USA
Mandalay Bay Casino Manscaped Mapspeople Marc Jacobs
Maria Tash Mark & Graham Marilyn Monroe Martell Cognac
Martini & Rossi Mary Quant Mass Appeal Media Massimo Duetti
Mastercard Mateus Matt Groening Maui and Sons
Maybelline McCain Foods Limited McDonald's Megan Letter
Megan Thee Stallion Member's Only Men's Wearhouse Meow Mix
Mercedes-Benz Group Mercier Merrell Merriam-Webster
Meta Platforms Meyers Manx MGM Casino Michael Kors
Michelob Ultra Mido Watches Miley Cyrus Miller/Miller Lite
Milk-Bone Miracle Gro Mister Car Wash Mittera Group
Mizani Cosmetics Moet & Chandon Moet Hennessy USA MOM Brands Company
Moneylion Technologies Mondavi Sisters Wine Monkeypaw IP Holdings Motrin
Mtn Dew Muhammad Ali Najah Roberts NAPA Auto Parts
Nashville Super Speedway Nando's National Basketball League Nationwide Insurance
Native Footwear NBA Properties Neiman Marcus Netflix
Neutrogena New Balance Nextlevel Burger Niantic
Nike Nissan Motor Co Nonnino Distillatori Notorious B.I.G.
Nuuly NYX Professional Makeup OcuSoft Ogio
Olaplex Old Forester Bourbon Old Navy Ole Henriksen
Ole Smoky Distillery Omar Regan O•P•I Nails OpenSea
Oreo Orbit Gum Origins Cosmetics Orly
Ortho Oru Kayak OutKast Outside Interactive Inc P&O Cruises PacSun Palmolive
Panda Express Panera Paper Epiphanies Paramount Pictures
Paris Hilton Parler Patrick Renna Paw Patrol
Pedigree Peltz Beckham LLC Pepsi Permian Fashion
Pernod Ricard USA Perrier-Jouët Champagne Perry Ellis Petco
Peter Millar PetMD PEZ Candy PGA Tour
PG Investments of Virginia Philosophy Skin Care Pierre Balmain PINK
Pinkberry Pizza Hut Planet Hollywood Planet Smoothie
Playboy Pollini Pollo Tropical Popeye's Louisiana Kitchen
Porsche Post Foods Post-It Pottery Barn
Power Slap League Pranksy Premier League Primark
Prince Princess Cruise Lines Privé Porter Polo Ralph Lauren
Publix Puma Pureology Purple Mattress
Rabbit Hole Spirits Rado Watches Rakuten Rambert Dance Company
RCA Recursion Pharmaceuticals Red Bull Reckitt & Colman
Reebok Red Wing Shoe Company RefrigiWear REI Warehouse
Repossi Jewelry Republic Records Rimmel Rimowa Luggage
Ringling Bros and Barnum & Bailey Robinhood Ronne Brown (Girl CEO) Rolex
Rothy's Rubik's Rubio's Coastal Grill Ruggable
Ruinart Sak's Fifth Avenue Sally Hansen Saloncentric
Samsung Electronics Sandeman Sara Lee Foods Sara Lee Foods
Scotts Seabourn Cruise Line Seagate Technology SELF Magazine
Seth Macfarlane Shady Rays She is Cheval Sir Mix-a-Lot
Skittles Slim Jim SLMD Skincare Slingshot Aerospace
SmartStop Self Storage Snapple Beverage Snickers Sodastream
SoleSavy Solo Brands Sonoma-Cutrer Vineyards Sophos
Spectrum Global Networks Sperry Spongebob Squarepants Sports Illustrated
Sprinkles Cupcakes Starburst Stark Bank Starling Bank
State Farm Insurance Station Casinos Steel American Luxury Steel American Luxury
Stephanie Gottlieb Stetson Stevie Wonder StockX
Stradivarius Stride Rite Stuart Weitzman Shoes Stussy
Subway Subway Supergoop! Swarovski
Swatch Watches Sweetfrog Taco Bell Talbots
Tarence Kinsey Targus Tarte Cosmetics Tastee-Freez
Taylor Made Golf Taylor Promotional Products Team Liquid Tears Again
Texaco Ticketmaster Tilly's Tim Horton's
Time Magazine That's It Nutrition Thayer's The Absolut Company
The Carlisle Company The Coffee Bean & Tea Leaf The Dapper Doughnut The Famous Cosmos
The Kyoto Distillery The Museum of the City of New York The National Constitution Center The Price is Right
The Stowe Company The Upper Deck Company The University of Arizona The Voice
The Wonderful Company Those Characters from Cleveland Tissot Watches Tom Brady
Tom Sachs Tomcat Tommy Hilfiger Tommy Innit
Tony Roma's Topgolf Tory Burch
TravisMathew Trellis Health Tresemme Trina Turk Clothing
Troi Torain Trulinco Tudor Watches Tylenol
Tyson Foods Twix Two Bit Circus UMG Recordings
Under Armour Uninterrupted Union Glashütte United Postal Service
University of Texas System Upcoming Media Uptown Records Urban Decay
Urban Outfitters U.S. Air Force U.S. Olympics & Paralympic Committee US Vision
Utah Jazz Valentino Garavani Vandy the Pink Vanity Fair Magazine
Vans VersaBank Versace Vespa
Vestum Veuve Clicquot Viacom International Inc Viviana Foods
View Askew Productions Viking River Cruises Vineyard Vines Virgin Enterprises
Voiello Volcan Tequila Volcom
Warner Bros Entertainment Wayfair Wendy's Western Union
Westone Audio Whalefin White Castle White Claw
White Cube Galleries Wholly Veggie! William Hill U.S. Williams Sonoma
Wolverine Wondery Woodford Reserve Woodstock Ventures
World Jamball League World Wrestling Entertainment WP Lavori in Corso Wynwood Walls
XFL Yeti Coolers Yogen Früz York Wallcoverings
Yves Saint Laurent Parfums Zale's Zapp's Zara
Zoox Zyrtec

Josh Gerben, Esq.

Josh Gerben, Esq. is the founder and principal of Gerben IP. In 2008, Mr. Gerben started the firm to provide high-quality trademark services at reasonable prices. Today, he is recognized by the World Trademark Review as a top trademark filer, having registered over 7,500 trademarks. The contents of this blog are for informational purposes only and may not be relied on as legal advice.

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