traDemarkproteCtioNForvirtuaLproDuCtsaNDserviCes
Intellectual Property law Section Chairs : AndriyLytvyn – HillWardHenderson & PatrickReid – HillWardHenderson
manyhousehold brandsarerushingto staketheclaimto theirtrademarkrights inthemetaverse .
Would you like a virtual sandwich with virtual Boar ’ s Head ® ovengold ® deli meat for lunch ? or maybe a virtual cheeseburger from a nearby virtual McDonlad ’ s ® ? Perhaps grab a virtual Bud Light ® during a virtual happy hour ? Concerned about your virtual health ? no worries , American Heart Association ® would like to offer you a virtual fitness program on virtual exercise equipment . Although these statements may sound ridiculous , some of the world ’ s leading companies envision a not-so-distant future in which virtual products and services will become a reality . And , as recent trademark filings indicate , many household brands are rushing to stake the claim to their trademark rights in the metaverse . Boar ’ s Head , McDonald ’ s , Anheuser-Busch , and American Heart Association are just a few examples of prominent companies that recently filed trademark applications for virtual products and services . nike , Jose Cuervo , Enterprise , Mastercard , Yeti , and many other prominent brands have also joined the metaverse trademark rush . Just in the first half of 2022 , the United states Patent and Trademark office ( UsPTo ) received almost 9,000 trademark applications for various virtual goods and services and over 900 trademark applications directed specifically to the metaverse . Although the metaverse may create an exciting prospect of an entirely new marketplace , the virtual world is largely uncharted territory regarding trademark law .
From the legal perspective , securing trademark registrations for virtual goods and services may
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