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Branding the Metaverse: How Can Brands Protect Their Trademarks in the Metaverse?

In anticipation of the further evolution of the internet into the metaverse, global brands and companies are already filing trademark applications for marks to be used in the metaverse. Since October 2021, the U.S. Patent & Trademark Office (USPTO) has reported over 200 applications for “virtual goods.” While these applications have included several other clothing and retail brand owners, the filings have not been limited to only clothing brands. Cosmetics brands, sporting goods equipment brands and ticket sales companies have filed similar applications. Even celebrities have filed applications for retail services featuring virtual goods.

In this article written by Loeb Advanced Media & Technology partner Nerissa Coyle McGinn and published by PLI Chronicle: Insights and Perspectives for the Legal Community, the author examines how the growing number of trademark applications for some type of potential use in the metaverse indicates that the metaverse may be the next major marketing channel, and brands are already scrambling to find a foothold in this new frontier.

Click here to read to article on PLI PLUS.