Metaverse? What? When?

We've discussed some of the "what?" of the Metaverse in previous blogs, now to discuss the "when."

Authorities estimate that it may not be until 2030 for Metaverse to really take off. Still, aspects of the Metaverse currently exist. Ultra-fast broadband speeds, virtual reality headsets, and persistent always-on online worlds are already up and running, even though they may not be accessible to all. Plus, forward-thinking companies are already preparing their brands for the Metaverse.

Johnson & Johnson has already filed for the virtual "BAND-AID" describing the trademark application with uses in 3 classes described as (1) "Virtual wound care and first-aid products; virtual antiseptic and antibacterial preparations for wound care; virtual hydrocolloid facial adhesive patches; virtual hot/cold gel pack for medical use; virtual non-medicated preparations for preventing and treating blisters; downloadable multimedia files containing artwork, text, audio, and video files and non-fungible tokens; downloadable loyalty cards, incentive cards, reward cards that may be redeemed for or used towards the purchase of products," (2) "Online retail services featuring virtual goods and delivery of physical goods; conducting an incentive program whereby individuals can earn real world and virtual rewards; arranging and conducting incentive reward programs to promote the sale of wound care and first-aid products; providing a website featuring product information in the field of wound care and first-aid products," and (3) "Entertainment services, namely, providing online, non-downloadable virtual wound care and first-aid products for use in virtual environments created for entertainment purposes." The first two classes make perfect sense for a company that sells first-aid products. The third class of entertainment services is what is new in the Metaverse. Since these marks are filed as "intent to use" applications we don't have a specimen for use yet so will have to wait until the mark is approved before we see how the third class plays out.

This application was filed in March 2022 and by today's trademark timeline has not been examined yet. The Trademark office says it takes 6 months before the Examining Attorney will review it but my experience lately is that it takes more like 8 months and that time is growing. But, stay tuned to see how this and other applications turn out!