DC Comics Challenges 'Superhero Pet Waste Removal' as Brand Protection Intensifies in a Shifting Entertainment Landscape

Nov/19/2025

On November 18, DC Comics moved to block the trademark 'Superhero Pet Waste Removal', arguing that the filing infringes on iconic marks such as Superman, Supergirl, and Krypto the Superdog. The challenge lands amid ongoing restructuring at Warner Bros. Discovery and a fiercely competitive comic and film market. DC’s push to defend its brand coincides with a renewed emphasis on authentic, human-created storytelling as the company distances itself from AI-generated artwork.

DC Comics’ latest opposition targets SuperHero Pet Services and its attempt to register 'Superhero Pet Waste Removal', a name the publisher argues trades on decades of goodwill embedded in its "SUPER" - family of marks — from Superman and Superboy to Krypto the Superdog and Super-Pets. The filing underscores DC’s heightened vigilance over brand dilution at a time when its share of the US comic-store market hovers near 27 percent, second only to Marvel. With superhero IP commanding billions at the global box office and shaping some of the most profitable franchises in history, the company is taking an increasingly muscular approach to preserving linguistic territory around its flagship characters. This legal stance mirrors a broader debate within the industry: defining where homage ends and infringement begins. The table below lists DC Comics’ opposition filings in the United States for 2025.

The opposition comes as Warner Bros. Discovery, DC’s parent company, leans more heavily on its studios and networks divisions—responsible for $3.8 billion and $4.8 billion in second-quarter 2025 revenue respectively—to stabilize its post-merger balance sheet. Despite recent hits and its continued prominence in American pop culture, DC remains in constant rivalry with Marvel both in comic shops and cinemas. Yet, as the entertainment sector undergoes seismic technological shifts, DC is carving out a differentiated stance: a firm rejection of generative AI in its creative pipeline. President Jim Lee has been vocal in preserving human-driven storytelling, arguing that authenticity—not algorithmic remixing—will secure the company’s relevance in a saturated superhero economy. As the industry’s battle for cultural leadership intensifies, DC’s strategy hinges on reinforcing the integrity of its mythos while safeguarding the names and narratives that shape its global franchise. The tag cloud below highlights recurring naming patterns found in trademarks opposed by DC Comics in the United States in 2025.