CVS Trademark Filing Hints at Metaverse Pharmacy Plans

The U.S. pharmacy chain CVS is filing to trademark its products in the metaverse, according to the company’s filing with the U.S. Patent Trade Office. 

According to the filing, CVS is pursuing a patent for “downloadable virtual goods, namely, a variety of consumer goods, prescription drugs, health, wellness, beauty and personal care products and general merchandise for use online and in online virtual worlds.” 

The application also cites “downloadable virtual goods, namely, crypto-collectibles and non-fungible tokens; downloadable image files containing artwork authenticated by non-fungible tokens.” 

The patent indicates that CVS would also provide many of the typical services of a traditional pharmacy too, such as non-emergency medical advice, nutrition guidance, counseling, and personal wellness assessments  in “virtual reality and augmented reality environments.” 

CVS filed the application on February 28, 2022. However, it is still unclear whether CVS would roll out these offerings on an established metaverse platform or if it would build a proprietary version.

The metaverse represents a future vision of the Internet that is said to be more immersive than the current iteration. It is defined by the use of virtual reality (VR) and augmented reality (AR) headsets and online experiences that are meant to look and feel more real and immersive.

This is not the first time a major corporate brand has filed for trademarks in the metaverse. 

Other “virtual world” filings 

Several other corporate brands have jumped on the metaverse bandwagon—a trend that has gained steam ever since Facebook announced its corporate rebrand to Meta. 

In October 2021, sportswear giant Nike submitted four filing requests to trademark virtual goods. The filings listed a variety of virtual goods, which included headwear, eyewear, bags, and sports equipment. 

As far back as 2019, Nike was also granted a patent for “cryptographically secured digital assets. 

By December 2021, Nike acquired RTFKT Studios, a digital art studio that focused on sneaker-themed NFTs. 

“We’re acquiring a very talented team of creators with an authentic and connected brand,” said Nike President and CEO John Donahoe. “Our plan is to invest in the RTFKT brand, serve and grow their innovative and creative community and extend Nike’s digital footprint capabilities.” 

Other brands following the metaverse path include L’Oreal, which applied for trademarks for 17 of its subsidiaries focused on makeup, hair, and other beauty product brands. 

In December 2021, Ralph Lauren filed a trademark request for the use of its name as a virtual store, as well as for selling virtual clothing and other virtual goods. 

McDonald’s, Disney, and Skechers have also filed for metaverse-linked trademarks.