Pop Mart, the maker of the viral Labubu plush dolls, is now battling a wave of imitators called Lafufu. These knockoffs are popping up on global e-commerce platforms and social media storefronts.
To protect its brand, Pop Mart recently filed a defensive trademark registration for “Lafufu” in China. But securing trademark protection globally—especially in the United States—is far more complex.
Here’s what every brand owner should know.
Knockoffs Are Evolving—And So Must Your IP Strategy
Labubu is a hit with collectors for its whimsical, monster-like design. With rising demand comes a flood of copycats. Sellers now market Lafufu-branded toys that mimic Labubu’s look and feel—often at half the price. Pop Mart’s legal team knows this isn’t just a trend. It’s a threat to their trademark protection. By applying for the “Lafufu” trademark preemptively, they aim to:
*Block imitators from registering the name
*File takedown requests on global marketplaces
*Protect brand reputation before more damage is done
But trademark law differs by country—and that makes U.S. enforcement more complicated.
Why U.S. Trademark Law Is Harder to Navigate
In the U.S., filing a trademark means more than claiming a name. You must show a real intent to use the mark in commerce. Without proof of use, your application can be challenged—or denied.
One U.S.-based company already filed a trademark for “Lafufu.” Their claim? A dog toy made to look like a carrot.
It’s unclear if that applicant is tied to Pop Mart. But it raises red flags. If the product isn’t genuinely sold, the trademark may be rejected—or worse, someone else may claim the Lafufu name first.
This is where experienced trademark counsel becomes critical.
Could Dupe Culture Kill Your IP Rights?
In today’s “dupe culture,” buyers often knowingly buy lookalikes. That makes it harder to prove consumer confusion—a key requirement for trademark enforcement.
Still, brands are not powerless. With a proper strategy, you can:
*Register trademarks in multiple markets
*Monitor for infringing listings
*Send cease-and-desist letters
*File U.S. or international lawsuits
*Take down copycats through platform complaints
At Thrive IP®, we help businesses develop a strong IP strategy.
FAQ – Trademark Protection
Can I trademark a knockoff brand name to block it?
Yes, but only if you intend to use it in real commerce. Otherwise, your filing may be denied or canceled.
How do I protect my brand internationally?
Use treaties like the Madrid Protocol. It allows you to register your trademark in over 100 countries with one filing.
Is customer confusion required for enforcement?
Yes. But even in “dupe culture,” courts may find infringement if the knockoff harms your brand or causes dilution.
Should I respond if someone registers a similar name?
Absolutely. Delay can lead to lost rights. Act quickly through opposition or cancellation proceedings. Can I file a trademark without a trademark lawyer?
Yes. However, IP law is highly technical. A trademark attorney can help ensure your filings are valid, enforceable, and defensible in court.
Can I file a trademark without a trademark attorney?
Yes. However, IP law is highly technical. A trademark attorney can help ensure your filings are valid, enforceable, and defensible in court.
Why Hire a Trademark Attorney?
Knockoffs are fast. Your brand must move faster. At Thrive IP®, we help clients:
Secure trademark protection across jurisdictions
Enforce rights on platforms like Amazon, Etsy, and TikTok
Respond to counterfeits with takedown actions
Monitor brand use worldwide
Litigate when necessary
Whether you’re launching a product or protecting a global brand, our attorneys can help you build and enforce a strong IP strategy.
Thrive IP® is Here to Help
Don’t leave a matter as important as your intellectual property to chance. Help is just a call away. We have patent attorneys located in North Charleston, SC, Greenville, SC and Knoxville, TN. Please contact us to schedule a consultation today.