Just a week before the World Cup kicks off in Vancouver, Dawn Moulton, owner of Cascadia Natural Pet Supply, placed a few plush bears dressed in international soccer jerseys in her Mount Pleasant store window and listed them online. The playful display was meant to let customers include their pets in the World Cup excitement. However, it quickly turned into an unexpected legal dispute with FIFA over trademark use.
Warning from Kong Salesperson
Moulton received an email from a Kong salesperson, who had sold her the bears, warning that she must remove FIFA-related references from her website or face a fine. The warning puzzled Moulton, as the same salesperson had marketed the toys to retailers using FIFA language more than a year earlier. An email encouraged retailers to order the toys, stating they would arrive in time for FIFA.
Financial Impact
Moulton purchased 20 bears, expecting a $100 profit if all sold. As of Saturday, most remain unsold, including bears with France, England, Canada, Mexico, Italy, and U.S. jerseys. She noted that profits from her business often help cover veterinary bills for five rescue parrots she cares for at the store. "It feels like a giant corporation is trying to steal profit from birds with cancer," she said.
FIFA's Trademark Restrictions
FIFA restricts the use of protected branding like "FIFA" and "World Cup" without a commercial license. In Vancouver, bylaw officers can issue fines of up to $1,000 for infringements. FIFA states that sponsorship and licensing revenue funds its tournaments and development programs, and it monitors online marketplaces and social media for violations.
Moulton's Assumption
Moulton assumed that Kong, a major U.S. pet products manufacturer, had secured necessary licensing rights. "I thought for sure such a big company would have paid the fee to use the FIFA and World Cup trademark," she said. On Kong's website, the toy is described as a "limited edition sport bear," but other retailers like Bonez & Pawz have promoted it as a World Cup bear on social media. Kong did not respond to a request for comment.
Moulton has since renamed the toys in store and online. "I'm calling them the FUBAR bears because this is what they mean to me," she said. "Is a small pet store really who you want to stomp on, FIFA?"
