Kellogg’s Enters the Metaverse With Trademark Filing

Cereal giant Kellogg’s has moved to the metaverse with its trademark filing, United States Patent and Trademark Office (USPTO) attorney Mike Kondoudis confirmed in a tweet on Tuesday. Kellogg’s filed for NFT, Metaverse, and Web3 trademarks for 12 of its biggest snacks and breakfast food brands.

Filed on May 24, some of the brands Kellogg’s applied for trademarks for are Froot Loops, Pop-Tarts, Rice Krispies, Bear Naked, Kellogs, Pringles, Special K, Krave, Mini Wheats, Eggo, Cheeze-IT, and Frosted Flakes.

Into the Metaverse

Kellogg’s intends to offer services like creating avatars from their various cereals and snacks and converting them into non-fungible tokens (NFTs). The cereal giant also wants to offer virtual food products and allow their usage in a virtual environment.

Kellogg’s also filed to be able to create crypto tokens and collectibles with its brand and produce a virtual reality game where it can feature the collectibles.

But filing for a trademark does not necessarily mean that a brand must use the license. Kellogg’s can decide against launching NFTs or crypto tokens after getting the trademark; the license just allows the company to explore the Web3 realm.

Kellogg’s Joins the Long List

The cereal giant has joined a long list of companies that intend to explore the metaverse. Its snack counterpart, Mars, the company that produces SNICKERS, filed for NFT and metaverse trademarks last year. UTZ Brands also filed for an NFT brand in March, allowing it to offer virtual snacks in the metaverse.

Other institutions like Fidelity Bank and Rolex have applied for NFT trademarks in the past, displaying their desire to launch in the metaverse.