Registered trademark symbol on red background, used for Swift Law Insights article on Buc-ee’s trademark infringement lawsuit.

Buc-ees Files Lawsuit Alleging Trademark Infringement

BySwift Law, PA

Case: Buc-ees, Ltd. v. Prometheus Esoterica, Inc., No. 6:25-cv-00944 (M.D. Fla. filed May 29, 2025)

Buc-ees (a well-known Texas convenience chain famous for its beaver mascot) filed a lawsuit against a Winter Park store called Prometheus Esoterica, Inc. The complaint alleges that Prometheus Esoterica has been selling T-shirts and related merchandise that imitate or riff on Buc-ees trademarked beaver logo—specifically designs like a beaver with face tattoos, or a “Krampus” style version (horns, long tongue, etc.)—which Buc-ees claims are likely to cause confusion among consumers about whether those products are affiliated with or approved by Buc-ees. The claims include trademark infringement, counterfeiting, unfair competition, and unjust enrichment. The case is still in its early stages.

Why It Matters
  • Brand Protection & Trademark Strength: Buc-ees is showing that it will defend its trademarks aggressively, even against small-boutique shops using parody or altered versions. For brands, this underscores the importance of policing potential infringers to protect brand value.
  • Risk for “Parody” or “Look-Alike” Merchandise: Businesses making novelty or parody-style goods must be careful: designs that may seem playful or humorous can still lead to legal liability if the trademark holder can show “likelihood of confusion,” dilution of the mark, or that the use harms the brand’s image.
  • Consumer Perception and Trademark Value: From a consumer protection perspective, confusion over whether merchandise is officially licensed or endorsed is a concern. Also, trademark owners’ ability to enforce their marks helps maintain consistent quality and trust in what customers buy.

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