TikTok’s Trademark Move Signals Ambitions Beyond the Scroll
May/07/2025
In a telling expansion of its digital footprint, TikTok filed a new U.S. trademark on April 29 under the name 'FULL OF BEANS', encompassing a sweeping array of categories—from AI-powered mobile software and streaming tools to interactive video applications, virtual avatars, and even dolls and collectible figures. This multifaceted application signals the platform’s deepening push into immersive entertainment and e-commerce ecosystems, amid rising regulatory pressures and intensifying U.S.-China trade tensions. As TikTok pours nearly $1 billion into IP protection and shop safety—enforcing 7.5 million product takedowns and deactivating 900 shops in the last half of 2024 — it is also safeguarding the infrastructure for its commerce ambitions. With the U.S. market under political scrutiny, TikTok is eyeing international growth, particularly in Latin America, Europe, and Asia, to hedge against potential setbacks. The FULL OF BEANS trademark suggests TikTok is preparing not just for content evolution but for a fuller metaverse-style platform—merging streaming, gaming, merchandising, and AI. How these ambitions navigate regulatory hurdles may well determine the company’s next act. Following visualisation shows detailed information on the newly filed TikTok U.S. trademark 'FULL OF BEANS', including associated goods and services classifications across software, entertainment, and merchandise.
