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Buc-ee’s goes beast mode on trademark protection
Morning Brew • • business
Key Points:
- Buc-ee’s, the Texas-based convenience store chain, has filed multiple lawsuits alleging trademark infringement over its beaver mascot, targeting smaller businesses with similar cartoon logos.
- Notable lawsuits include actions against Born United clothing brand, a Missouri dog park named Barc-ee’s, and San Antonio’s Choke Canyon Bar-B-Q, with some resulting in product removals or business closures.
- The most controversial lawsuit is against Ohio’s Mickey’s convenience store chain, which has operated since 1982 with a cartoon moose logo; Buc-ee’s sued shortly before opening its first Ohio location, claiming logo similarity despite decades of peaceful coexistence.
- Public sentiment has shifted against Buc-ee’s due to these aggressive legal actions, with media coverage such as John Oliver’s Last Week Tonight highlighting the controversy.
- Buc-ee’s has declined to comment on ongoing litigation when approached by the Wall Street Journal.
