19/02/2026
In 2010, Louise McGettrick created the first “Fuggler” – a Funny Ugly Monster. This children’s toy is not the conventionally appealing cuddly toy. The Fuggler website itself describes the toys as “straight-up bonkers”. However, despite being famous for looking “ugly”, often having crooked eyes and wonky teeth, the Fuggler toy is loved by many and has reached worldwide success, with over 8 million units sold.
McGettrick filed her first UK trade mark application for the word mark FUGGLER in 2014, covering Class 28 goods “stuffed and plush toys”. McGettrick started the business hand sewing patterns and experimenting with different types of felt in her spare bedroom. In 2018, McGettrick sold the Fuggler business to Spinmaster Toys, who then sold the brand on to Zuru Toys in 2024. Whilst the brand is still owned by Zuru Toys, the Fuggler trade mark portfolio has recently been assigned to Liberatas Brands, who manage the brand’s intellectual property rights.
Although the Fuggler trade mark portfolio in the UK and EU appears to be small, it’s interesting to see how the list of goods and services covered by these registrations has developed over time. As noted, the earlier trade mark registrations for FUGGLER focus on solely protecting the mark for toys, whereas later registrations, for example, International Registration No. 1796355 for the word mark FUGGLER, filed in 2024, covers broad terms including “downloadable computer game software”, “entertainment services”, and “game services provided online from a computer network”.
In today’s day and age, digital expansion is a hot topic for most brands. We’ve seen Fuggler hop on this bandwagon, developing FUGGCLUB – a mobile application that allows users to track their Fuggler collection, connect with other Fuggler collectors, and collect exclusive digital goodies. In addition to this, we read that Fuggler has plans to launch FUGGGAMES, which is described as a mobile application that allows you to play with and unlock some of the player’s favourite toys.
The trade mark register paints a clear picture of how the brand has expanded over the years and has broadened its position in the marketplace following initial success. Once a brand starts to think about looking beyond its core offering, its trade mark protection needs to expand with it. Unfortunately, success invites imitators. A viral brand often finds others attempting to use its name to capitalise on the hype. So, comprehensive trade mark protection protecting the full range of planned offerings is essential.
Another famous toy brand – Labubu – has also seen rapid growth in the last few years. Since our last blog [link here], it has been reported that Paul King, the director of many award-winning films including Paddington and Wonka, is set to direct the new Sony Pictures Labubu film. Whilst exact details of the film, are yet to be announced, it is exciting to see the brand making such big moves. What began as a small line of collectible plush monsters has grown into a globally recognised brand entering the film industry. It’s good to see the trade mark register — as with Fugglers — keeping pace with that ambition.
We’ve been looking into what Pop Mart Singapore (the owners of the Labubu trade mark registrations) have sought to register in pre-emption of the film’s launch. Whilst we can’t see any new applications for the LABUBU word mark covering film services, there are several new applications to register the look of the Labubu toy that do. Perhaps the word Labubu does not feature in the title of the film. As discussed in our previous blog, we know that the Labubu toy is so distinctive that consumers will recognise it as a Labubu without the need for the label. Pop Mart clearly acknowledges this consumer recognition, as, in September 2025, they filed new EU trade mark applications for the look of the toy covering terms including “movie studio services”, “screenplay writing” and “animation production services”.
It’s exciting to see how a brand can grow beyond its initial niche once it gains traction. High profile cases like that of Labubu pave the way for other brands to try and follow in their success. Regardless of the scale, it’s positive to see that both Fuggler and Labubu are aware of the importance of trade mark registrations and they are ensuring that the trade mark register reflects the interests of the brand as it grows.
This article is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
EUIPO – eSearch – Image 1
EUIPO – eSearch – Image 2
EUIPO – eSearch – Image 3
