{"id":33484,"date":"2026-06-02T09:00:00","date_gmt":"2026-06-02T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=33484"},"modified":"2026-06-02T11:24:03","modified_gmt":"2026-06-02T09:24:03","slug":"labubu-loses-to-bubu","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/labubu-loses-to-bubu\/","title":{"rendered":"LABUBU loses to BUBU"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"af1e3e\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-33481 size-large not-transparent\" alt=\"LABUBU unterliegt BUBU, Markenrecht, Verwechslungsgefahr, EUIPO, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/LABUBU-unterliegt-Bubu-1024x585.jpg\" style=\"--dominant-color: #af1e3e; object-position:52% 86%\" data-object-fit=\"cover\" data-object-position=\"52% 86%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/LABUBU-unterliegt-Bubu-1024x585.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/LABUBU-unterliegt-Bubu-300x171.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/LABUBU-unterliegt-Bubu-768x439.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/LABUBU-unterliegt-Bubu-1536x878.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/LABUBU-unterliegt-Bubu-2048x1170.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_daa3fa5465f2c27a2d5b726c7c169308\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Labubu<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">loses to <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-239ab0274afdf1fa09de56f5d05031a5 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">BUBU<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-06-02T09:00:00+02:00\">2. June 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Can a trademark fail even though it is conceptually completely different from the older one?<\/strong> <strong>Is it really enough for a single language group in the EU to perceive a sound similarly in order to bring down an EU-wide trademark application?<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-zwei-marken-ein-wort-und-ein-konflikt\" class=\"wp-block-heading\"><strong>Two trademarks, one word &#8211; and one conflict<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The toy figure LABUBU has gained worldwide recognition in recent years. An Italian company wanted to register the associated figurative mark as a European Union trademark with the European Union Intellectual Property Office (EUIPO). <\/p>\n\n<p class=\"wp-block-paragraph\">A Turkish company filed an opposition against this. It is the proprietor of the earlier EU figurative mark BUBU, consisting of the lettering BUBU in combination with a stylized butterfly or bowtie symbol.   <\/p>\n\n<p class=\"wp-block-paragraph\">Specifically, it was about these signs:<\/p>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/euipo.europa.eu\/copla\/image\/CJ4JX4FZVCC523YA2TMALSKFLF6GIT3WVDAQZ5566E62QX52LFLENSGX7AILSXWWW3G5W5RE62VC6\" alt=\"Labubu\" style=\"width:355px;height:auto\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/euipo.europa.eu\/copla\/image\/CJ4JX4FZVCC523YA2TMALSKFLHQOUCO6CNJYM4BKDEATGIWZABRVFC72XNBQKNUZZWSRBKH7DPDQS\" alt=\"Bubu\" \/><\/figure>\n<\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\">On <a href=\"https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/019188715\/opposition\/003246550\">May 29, 2026, the Opposition Division of the EUIPO<\/a> upheld the opposition in full and rejected the application for LABUBU in all classes of goods claimed.<\/p>\n\n<h2 id=\"h-die-besondere-rolle-des-franzosischsprachigen-publikums\" class=\"wp-block-heading\"><strong>The special role of the French-speaking audience<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">In its decision, the EUIPO focused on French-speaking consumers. French-speaking consumers would instinctively divide the word LABUBU into the definite article LA and the root word BUBU. The article &#8220;LA&#8221; is an everyday word in French with no distinctive character. This leaves exactly the word element of the earlier trademark: BUBU.   <\/p>\n\n<p class=\"wp-block-paragraph\">According to the established case law of the European Court of Justice, certain articles in trademarks have a much less distinctive character than the substantive elements that follow them. For the assessment of the likelihood of confusion, the word core &#8220;BUBU&#8221; is therefore the most important factor for the Office. <\/p>\n\n<p class=\"wp-block-paragraph\">According to <a href=\"https:\/\/kpw.law\/rechtsgebiet\/markenrecht\/\" id=\"209\">European Union trademark law <\/a>, it is sufficient if there is a likelihood of confusion in only one part of the European Union. As the French-speaking part of the population in countries such as France, Belgium and Luxembourg is significant, this finding was sufficient to overturn the entire application. <\/p>\n\n<h2 id=\"h-klang-schlagt-bild\" class=\"wp-block-heading\">Sound beats image<\/h2>\n\n<p class=\"wp-block-paragraph\">The signs were classified as visually less similar than average. Although both share the word element &#8220;BUBU&#8221;, they differ significantly in their design. While the older trademark shows a stylized butterfly or a bow as a figurative element, the younger trademark shows a striking cartoon character: the LABUBU monster on a red background with white lettering.  <\/p>\n\n<p class=\"wp-block-paragraph\">The EUIPO saw a high degree of phonetic similarity. Anyone who pronounces &#8220;LABUBU&#8221; and perceives &#8220;LA&#8221; as an article will essentially hear the same thing as with &#8220;BUBU&#8221;. As experience has shown that consumers remember trademarks more easily aurally than visually, the EUIPO gives greater structural weight to the sound.  <\/p>\n\n<p class=\"wp-block-paragraph\">Conceptually, however, the EUIPO found inequality. The word elements of both trademarks have no independent meaning. The figurative elements, on the other hand, convey clearly different concepts: a decorative butterfly on the one hand and a cartoon creature on the other.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-purple-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">It is very likely that the French-speaking public will divide the word element of the contested trademark into the components &#8220;LA&#8221; and &#8220;BUBU&#8221;. This linguistic perception contributes to the similarity between the signs. <\/p>\n<\/blockquote>\n<\/div>\n\n<h2 id=\"h-konzeptionell-sind-die-zeichen-verschieden\" class=\"wp-block-heading\">Conceptually, the signs are different<\/h2>\n\n<p class=\"wp-block-paragraph\">The Office itself has found that the two trademarks are conceptually dissimilar. The LABUBU mark is not a neutral figurative mark. The figure depicted has developed an independent, globally recognizable identity through the Pop Mart company. The BUBU trademark, on the other hand, depicts a simple butterfly or a decorative bow &#8211; a fundamentally different visual concept.   <\/p>\n\n<p class=\"wp-block-paragraph\">Ultimately, however, this difference did not help. The EUIPO pointed out that a conceptual dissimilarity can only neutralize an existing phonetic and visual similarity if at least one of the compared terms has a clear and unambiguous meaning for the relevant public. Since both BUBU and LABUBU are meaningless fantasy words for the French-speaking public, the conceptual difference could not have a sufficient separating effect from the point of view of the authority. The butterfly and the cartoon character are figurative elements, not terms in the linguistic sense.   <\/p>\n\n<p class=\"wp-block-paragraph\">This approach is not uncontroversial. It could be argued that, particularly in the case of figurative marks with a highly individualized figure &#8211; such as the LABUBU monster &#8211; the overall effect of the sign is shaped by the figurative element and the word sound takes a back seat. In particular for consumers who know the LABUBU figure from the Pop-Mart context, the figurative character is likely to be significant. However, the EUIPO did not assess this degree of recognition of the LABUBU figure in favor of the applicant, as any recognition after filing the application cannot overcome the earlier priority of the BUBU trademark.   <\/p>\n\n<h2 id=\"h-was-man-aus-der-entscheidung-lernen-kann\" class=\"wp-block-heading\">What you can learn from the decision<\/h2>\n\n<p class=\"wp-block-paragraph\">The EUIPO has based the likelihood of confusion on a specific linguistic analysis of the French-speaking public. This approach is quite common. Nevertheless, the question remains whether it is actually likely that someone who has a well-known toy figure in mind will reflexively break down the word sound &#8220;LABUBU&#8221; into the French article &#8220;LA&#8221; and the fantasy word &#8220;BUBU&#8221; and conclude that there is an economic connection.  <\/p>\n\n<p class=\"wp-block-paragraph\">For an EU trademark, it is sufficient if the likelihood of confusion only exists in one language area of the EU. This is an effective instrument for owners of earlier laws. For applicants, however, it means that a trademark that could easily be registered in 26 out of 27 member states fails because of a single linguistic sub-public.  <\/p>\n\n<p class=\"wp-block-paragraph\">The Office expressly found that the trademarks LABUBU and BUBU are conceptually and visually different. However, this finding did not influence the decision as neither trademark carries a meaning that is tangible to the public. Trademark applicants cannot rely on the fact that an independent, distinctive visual concept neutralizes a phonetic similarity.  <\/p>\n\n<p class=\"wp-block-paragraph\">The EUIPO has explicitly pointed out that consumers could perceive LABUBU as a sub-brand or variation of BUBU. Anyone who integrates the core of an earlier trademark into their own sign runs the risk of being perceived as economically connected &#8211; regardless of how different the other trademark elements are. <\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">It is debatable whether French-speaking consumers who have a world-famous toy figure in mind will reflexively break down the word &#8220;LABUBU&#8221; into the French article &#8220;LA&#8221; and the fantasy word &#8220;BUBU&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More importantly, however, according to the EUIPO, trademark applicants cannot rely on the fact that a completely different visual or conceptual design is sufficient to rule out a likelihood of confusion in the case of conceptual similarity.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_79e77927cf26cb9163a188aebfa90a5a\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The EUIPO upheld an opposition against the trademark LABUBU on the basis of the trademark BUBU, despite conceptually and visually completely different signs.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[6469,6468,5380,6470,6228],"thema":[4895,4897],"rechtsgebiet":[4898],"produkt":[],"class_list":["post-33484","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-bubu","tag-labubu","tag-risk-of-confusion-en","tag-tonal-similarity","tag-toys","thema-marke-en","thema-markenformen-en","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>LABUBU defeats BUBU in opposition proceedings<\/title>\n<meta name=\"description\" content=\"The EUIPO upheld an opposition against the trademark LABUBU on the basis of the 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