Nintendo has been at the center of major intellectual property disputes lately. These have included Pokémon patent infringement claims and attempts to cancel existing trademarks. However, its latest battle — which also involves Pokémon — relates to its Pikachu character. It seems another company’s logo is a little too close for Nintendo’s comfort.

On July 29, 2025, the gaming giant filed a trademark opposition against an Illinois hobby store. If the filing is successful, the store will need to change its existing branding.

Protecting the Pikachu Trademark

Pokémon has long been a big money maker for Nintendo. From cartoons and trading cards to video games and feature-length films, the animated juggernaut seems unstoppable. One of the most popular Pokémon universe characters is Pikachu. In fact, the adorable electric creature has its own movie, Detective Pikachu. 

That’s why it caught Nintendo’s attention when TOBs Cards and Collectibles submitted a trademark application for a logo featuring a visually similar character. If the U.S. Patent and Trademark Office (USPTO) grants trademark registration, TOBs would secure exclusive rights over this character. A character that looks nearly identical to Pikachu, save for a human face.

Can You Trademark a Fictional Character?

Trademark law can be complicated when it comes to fictional characters. Typically, a random character or idea in a story cannot secure trademark protection. However, this changes if the character serves as a source identifier of specific goods and services. This means they must be recognizable and associated with a specific brand.

Pikachu clearly meets this threshold. It’s why the USPTO has granted several registrations for the character and related elements. Even Pikachu’s tail — which you’re unlikely to see detached from his body — enjoys trademark protection. That’s why the Pikachu trademark case against TOBs might just be open and shut.

What Are the Similarities in the Trademark?

In its trademark filing, TOBs Cards and Collectibles sought protection for the letter “T” and a design element. That design appears to be a Pikachu character holding cards – just with a human face and hood added (the “T” is on the hood). The iconic Pikachu ears stretch out above the hood, and the lightning bolt tail peeks out from behind the character.

While the design submitted to the USPTO states that color is not part of the logo, a visit to the TOBs website shows that the Pikachu-like character is emblazoned in yellow. It even has Pokémon’s black ear tips. And since Pikachu is occasionally featured sporting headgear, the sole difference in the designs is the human face.

Essentially, the logo appears to be a child wearing a trademarked costume, which Nintendo claims could create a likelihood of confusion among consumers.

What Happens Now?

The next step in the Pikachu trademark ordeal rests with TOBs Cards and Collectibles. The company – which does sell Pokémon merchandise – has a deadline of September 7, 2025, to respond to Nintendo’s filing. If they choose to fight back, the case could technically carry on into February 2027. Of course, that’s only if they choose to fight back.

The elements of Nintendo’s Pikachu trademark are well-known. More importantly, TOBs logo clearly mimics these elements. Nintendo certainly has the capital to push around smaller companies, but in this case, they may not need much. If TOBs does not choose to withdraw its application or abandon the trademark, the USPTO will be the final decision maker.

It’s hard to envision a scenario where Nintendo does not come out on top. Put simply, this is one Pokémon that TOBs is unlikely to catch.