Here’s Why Brands From McDonald’s to Walmart are Gobbling Up Metaverse Trademarks

In transient

  • Important corporations may be seeking to avoid a different Nike vs. StockX circumstance.
  • Walmart has filed dozens of trademark requests since December.

Given that Facebook improved its identify to Meta, there is been a whole lot of dialogue about the metaverse—spaces the place digital actuality, gaming, and avatars collide. It truly is element of Net3, the upcoming iteration of the World wide web centered on consumer ownership of one’s info or electronic property, and some of the world’s most important companies are getting observe.

Notable clothing and restaurant models not too long ago committed to VR integrations in blockchain-dependent electronic worlds like The Sandbox and Decentraland. Some have purchased digital plots of land for hundreds of hundreds of dollars.

And NFTs are positioned to turn out to be a big part of potential metaverse performs. NFTs, or non-fungible tokens, are electronic tokens that exist on a blockchain like Ethereum and signify one’s possession more than a certain asset. 

As the NFT marketplace gets a billion-dollar market, some brands previously are taking authorized action, these kinds of as Nike suing StockX for allegedly advertising unauthorized photographs of its sneakers, though much more and extra are filing for emblems to shield digital belongings. Even retail huge Walmart is finding in on the action, obtaining submitted 27 NFT-relevant trademark requests in the U.S., Canada, and Mexico since December.

Natural beauty

L’Oreal this thirty day period has utilized for emblems for 17 of its subsidiary makeup, hair, skin, and nail treatment manufacturers, such as Kiehl’s, NYX make-up, Urban Decay, Redken, Essie, Pureology, Matrix, and It Cosmetics.

In its purposes, L’Oreal is trying to get emblems for “digital media, specifically, collectibles, artwork, tokens, and non-fungible tokens (NFTs) NFTs featuring collectible electronic merchandise, visuals, pictures, art, videos or audio recordings applied with blockchain technological know-how.” 

The filings also contain requests to trademark “cosmetics and makeup preparations to be offered for virtual avatars” and “retail keep companies and on line store services in relation to virtual products, specifically, cosmetics, make-up preparations, cosmetic brushes and make-up brushes.”


Women’s lingerie and attire enterprise Victoria’s Secret utilized for a trademark for its identify on February 8 as it pertains to “downloadable digital goods” and “the development and trade of electronic collectibles using blockchain-based mostly consensus protocols and intelligent contracts”—essentially NFTs.

It may also be establishing metaverse occasions and outlets, as the firm’s software also mentioned “virtual trend shows” and “retail shop services featuring digital merchandise.”

Clothing and life-style manufacturer Ralph Lauren filed a trademark ask for in December for use of its title as a virtual retail outlet as nicely as for digital outfits and other electronic products. Because then, it’s opened an official Roblox expertise with digital trend things.

Identical to Ralph Lauren, DKNY (November 2020) and Abercrombie & Fitch (November 2021) have submitted for trademarks that address virtual merchandise.

Athletic use

In Oct and November, Nike filed multiple trademark requests for Nike and Nikeland in the context of virtual goods and retail merchants. According to reviews from CNBC and Fortune, Nike has filed 7 trademark programs so significantly, which consist of requests to trademark the “Jumpman” brand, the Nike swoosh, the slogan “Just Do It,” and the Air Jordan model when it arrives to all matters metaverse.

Skechers has filed 8 trademark apps, with filings final thirty day period designed for its Sketchers, Bobs, GoWalk, ArchWalk, and Twinkle Toes brands. Other notable manufacturers in the athletic use house to have filed trademark purposes for digital goods consist of Less than Armor, Puma, and New Balance.

Reps of late NBA star Kobe Bryant filed a trademark application in January for the use of his title in on-line digital art, avatars, virtual goods or movie online games. The application also covers the use of any non-fungible tokens associated to Bryant’s name or picture.

Food items and drink

McDonald’s appears to be to be scheduling a thing large for the metaverse—it not long ago submitted a lot more than 10 trademark requests for “online retail providers featuring digital items” in the U.S. It filed logos for “McCafe” for “providing on-line genuine and digital concerts and other digital events” and for McCafe as it pertains to “operating a virtual cafe showcasing real and virtual items, functioning a digital restaurant online showcasing property shipping.”

It filed a trademark for McCafe for “virtual meals and beverage products” and “files that contains artwork, text, audio and online video information and non-fungible tokens.” It is also submitted a ask for to trademark the term “McDelivery.”

Panera Bread has submitted a trademark request for “Paneraverse,” which the company claimed may incorporate digital restaurants, digital food items and beverages, as nicely as other miscellaneous digital products, NFTs, and any application utilized for cryptocurrency or blockchain-dependent belongings.


Back in December, Disney Enterprises was permitted for a patent to produce a “virtual-planet simulator.” It’s also been on a hiring spree for NFT-savvy men and women, trying to get marketing authorities in the World wide web3 area. And Disney CEO Bob Chapek lately doubled down by appointing executive Mike White to oversee the brand’s metaverse initiatives.

In January, the now-defunct online video rental corporation Blockbuster filed to trademark its manufacturer for “downloadable software package for… non-fungible tokens (NFTs)… television clips and memes authenticated by non-fungible tokens (NFTs)… [and] downloadable virtual goods” like avatars and outfits. It also included the “creation of on the internet retail stores… that will allow consumer to build hosted crypto collectible and blockchain-based mostly non-fungible token stores.”

Mainly, Blockbuster’s application is a capture-all, placing it up to do just about something crypto-related underneath its title, from NFTs to cryptocurrency payment processing to on-line gaming. 

What do all of these trademark filings mean? Very well, it is well worth practically nothing that businesses do not have to file emblems in buy to bounce into NFTs and the metaverse. Notably, Gucci has released its have NFTs and recently purchased land in The Sandbox as a part of its GucciVault, but it has not submitted for any connected logos in the U.S.

All trademark filings referenced in this short article can be viewed on line by browsing the business identify on the U.S. Patent and Trademark Business or the WIPO IP Portal. names-mcdonalds-walmart-gobbling-up-logos-for-metaverse

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