E.l.f. Beauty Files Trademark Opposition as It Fortifies Brand Amid Expansion
Jun/13/2025
On June 10, e.l.f. Cosmetics, Inc. formally opposed the U.S. trademark application for ‘ELVN’ by Relaxious Universe Limited, a mark covering a range of cosmetic and aromatherapy products along with related retail services—signaling a defensive move to protect its brand equity amid rapid growth. This legal action follows e.l.f.’s strategic expansion into the premium skincare space with the $1 billion acquisition of Hailey Bieber’s Rhode, its second major skincare acquisition in two years. The company, whose appeal among Gen Z consumers is bolstered by a digital-native, cruelty-free product line and strong social media presence, has seen soaring revenues, topping $1.3 billion in 2024. With its broadening brand portfolio— now including Rhode, e.l.f. Skin, Naturium, and Keys Soulcare — e.l.f. appears intent on safeguarding its naming territory as it scales both organically and via M&A, pushing deeper into prestige segments and international distribution channels. Following visualisation shows detail info on opposed ‘ELVN’ trademark.
Michaels Threads Opportunity from Joann’s Bankruptcy Fallout
Jun/06/2025
With the bankruptcy of Joann marking another retreat in the embattled U.S. retail landscape, Michaels has swiftly acquired the ailing craft chain’s intellectual property and private-label brands, a tactical move aimed at capturing displaced customer demand—particularly in sewing and fabric. While the purchase omits Joann’s physical stores, which are currently undergoing liquidation, Michaels is leveraging the brand equity embedded in lines like Big Twist Posh and Twinkle to reinforce its expanded assortment. The retailer has seen online searches for “sewing” and “fabric” surge by 39% and 77%, respectively, and now welcomes Joann loyalists with dedicated digital storefronts. Unlike other bankrupt chains that have retained a fragment of their brick-and-mortar presence, Joann appears poised for brand absorption, if not quiet retirement. CEO David Boone signaled that this acquisition strengthens Michaels’ positioning as North America’s creative hub, but questions remain about how, or whether, the Joann name will endure under new stewardship. Following tag cloud shows all registered and pending trademarks by Joann Stores with related classes, offering a comprehensive visual overview of the brand’s intellectual property footprint across various goods and service categories.
Mattel Files New Trademarks as AI Partnership with OpenAI Signals Next Era of Play
Jun/12/2025
On June 10, Mattel filed new U.S. trademark applications for FORMUL8R and ROCK ’EM SOCK ’EM ROBOTS, the former for toy vehicles and the latter for branded accessories like pet clothing, backpacks, and tote bags—signaling a broader merchandising push behind its storied IP. These filings arrive as the toymaker embarks on a pioneering collaboration with OpenAI to integrate generative AI into both product development and consumer experiences. While details remain scant, the alliance will reportedly yield the first AI-powered product later this year and includes internal access to ChatGPT Enterprise for Mattel teams. As the company evolves from toy manufacturing to a diversified media and tech enterprise—with cinematic ventures like Barbie and digital gaming ambitions—this partnership may embed AI at the heart of Mattel’s strategy to revitalize and scale its iconic franchises. Notably, Mattel retains full control of its intellectual property under the agreement, underscoring a cautious but forward-leaning approach to innovation. The following visualisation shows detailed information about Mattel's new trademarks.
Skechers Files 'COZY FIT' Trademark Amid Buyout Scrutiny
Jun/04/2025
On May 28, Skechers submitted a U.S. trademark application for 'COZY FIT', targeting its core footwear category, signaling continued brand development even as it faces legal scrutiny over its impending $9.4 billion acquisition by private equity firm 3G Capital. The application arrives at a time of heightened shareholder concern: a lawsuit filed by the Key West Police Officers & Firefighters Retirement Plan alleges that Skechers' founder Robert Greenberg, who controls roughly 60% of the company's voting power, orchestrated the sale without a competitive bidding process, potentially disadvantaging minority shareholders. While Greenberg stands to earn over $1 billion from the deal, the plaintiff demands fuller disclosure before the acquisition proceeds. The controversy unfolds against a broader backdrop of trade tension and declining financial projections due to tariffs on China-sourced goods. As the transaction awaits closure in Q3, the new trademark underscores Skechers' efforts to maintain product momentum amid strategic upheaval. Following visualisation shows the newly filed Skechers U.S. trademark, highlighting its application details and relevance within the company's evolving brand strategy.
