Viacom Fights 'SPONGEBB' Trademark as It Stakes Fresh Claims in Kids’ Content
May/14/2025
In a new push to protect its flagship intellectual property, Viacom International filed a trademark opposition on May 13 against 'SPONGEBB', a proposed mark for auto parts. The company claims the name encroaches on its popular 'SpongeBob' franchise. The legal action coincides with a strategic move to rejuvenate its children’s programming, as Viacom files multiple new entertainment trademarks to retain its footing in an evolving media landscape.
Viacom’s opposition targets a trademark filed by Shenzhen Hongxiang E-Commerce for ‘SPONGEBB,’ which covers a range of automotive components—from shock absorbers and tie rod ends to windshield wipers and steering wheel systems. The U.S. filing outlines Viacom’s concern that the mark is “confusingly similar” to its well-known ‘SpongeBob’ and ‘SpongeBob SquarePants’ brands. The legal dispute underscores the growing importance of aggressive brand protection in a crowded global trademark arena, where even seemingly unrelated industries—like children’s cartoons and vehicle hardware—can spark conflict over intellectual property overlap. Following visualisation shows detailed information on newly opposed trademark by Viacom.
At the same time, Viacom is broadening its entertainment offerings, filing three new U.S. trademarks in May: 'Nickelodeon Kid Cowboy', 'Tim Rex in Space', and 'Gak Splat'. These titles signal Viacom’s intent to reclaim ground in the increasingly fragmented kids’ entertainment market, especially as traditional TV networks face steep declines in viewership and subscriptions. With global entertainment and media revenues projected to climb to $3.4 trillion by 2027, Viacom is banking on fresh animated content to engage young audiences across digital platforms. The company’s dual strategy—legal enforcement of legacy brands and investment in new IP—illustrates how major media players are adapting to both legal threats and industry disruption. Following visualisation shows detailed information on the newly filed Viacom U.S. trademarks, including associated goods and services.
