Retailers, brands file for trademarks as they prepare to enter the metaverse

Walmart reportedly has filed several trademarks that indicate its metaverse venture plan. The big-box retailer filed seven trademarks, including for concepts such as “virtual goods” across product categories, cryptocurrency, blockchain and NFTs.

One filing particularly describes downloadable software that can leverage digital currencies and augmented reality. Another filing talks about a virtual reality (VR) game that features a virtual version of a Walmart store, selling virtual goods. The virtual items in a form NFTs could represent healthcare items, personal care products, patio furniture, electronics, appliances, apparel and sporting goods.

In a statement, Walmart said it is “continuously exploring how emerging technologies may shape future shopping experiences.” “We are testing new ideas all the time,” the company added. “Some ideas become products or services that make it to customers. And some we test, iterate and learn from.”

According to trademark attorney Josh Gerben, the trademarks show “that there’s a lot of planning going on behind the scenes about how they’re going to address cryptocurrency, how they’re going to address the metaverse and the virtual world that appears to be coming or that’s already here.”

Walmart is not alone. Other brands, such as New Balance and Puma, also recently filed trademarks indicating a move to the metaverse. Nike filed applications for, among other things, its “Just Do It” slogan and Swoosh logo.
Gap has also started selling NFTs of its iconic logo sweatshirts, while Under Armour’s NFT debut sold out last month. Retailers such as Urban Outfitters, Ralph Lauren and Abercrombie & Fitch have also filed trademarks in recent weeks detailing their intent to open some sort of virtual store.