Big American brands from all sectors are jostling for position in the metaverse. Each of them wants to make sure they don’t miss out on this train of opportunity. For some, filing their trademark in this new space is a simple legal exercise to ensure their image is protected. However, it is clear from the applications filed by brands that it is not just about protecting themselves. From McDonald’s to Victoria’s Secret, the digital world promises to be well fed and well dressed.
A metaverse where there is food and drink
Companies with a combined market capitalization of about $1.1 trillion filed trademark applications related to the metaverse and NFTs this year. Including Meta, that number would rise to nearly $2 trillion. In addition, 1967 NFT-related applications have been filed since January 2022. That’s already more than the total for all of 2021. Brands such as Ralph Lauren, Chevron, McDonald’s, Monster, Colgate, WWE, Levis, Playboy and many others are preparing to enter the metaverse. One of the goals is to protect their intellectual property.
McDonald’s, McCafe and the famous Golden Arches are also entering the virtual world. They plan to offer real and virtual products through their restaurants in the metaverse. As a result, you will soon be able to walk into a McDonald’s in the metaverse, order a BigMac and have it shipped to your door in the real world.
The energy drink and beverage brand Monster Energy has often seemed to be on the cutting edge of trends. So their move to the metaverse is not really surprising. Like McDonald’s, they are looking to use their brand to offer downloadable virtual NFTs, food, beverages, and apparel and create a marketplace for virtual goods.
Food and beverage brands are all filing applications to be able to offer virtual restaurants and food. In games, food is often tied to health or regeneration bonuses. The ability to be a recognized option for a player to regain their health should provide immense brand awareness for the brands involved.
Style in the virtual world
Another trend involves clothing. Skins and cosmetics in games represent an incredibly high demand. In fact, the market for skins is estimated to be around $40 billion. Metaverse projects are looking to build on traditional gaming experiences like Second Life. Brands, on the other hand, are preparing to offer their designs in this virtual world. As a result, Levi’s, Wrangler, Playboy, Ralph Lauren, DKNY, Tommy Hilfiger, Versace and Vans have all filed trademarks related to NFTs.
In February, lingerie, clothing and beauty brand Victoria’s Secret filed for several trademarks. These trademarks include downloadable virtual goods, digital collectibles, virtual fashion shows and online clothing, including underwear. The brand sees the metaverse as a huge opportunity. It’s easy to see that there is a potential market for virtual fashion shows. However, virtual underwear is something that the metaverse developers themselves may not have considered yet.
Chevron, too, is preparing for the metaverse. NFT, virtual gas, virtual stores and virtual renewable energy products will be covered by the brand. Virtual gas will likely be a tool to power vehicles in the metaverse. If it takes a certain budget to look good in the virtual world, imagine when you go to fill up your sports car…
The next wave of the digital revolution will be in the partnerships created between projects. NFTs are now created to make their way into metaverse projects. In addition, metaverse projects are building their ecosystem to allow third-party NFT collections to join their world. Collaboration and fluidity will therefore be crucial aspects of the success of virtual asset projects in the coming years. In fact, some brands have already walked the runway in the virtual world of The Sandbox during Metaverse Fashion Week.
