Key Takeaways
- VPR and the Chinese companies operating “Elf Bar” have filed a joint notice in federal court in Florida, stating that they have signed a settlement term sheet and intend to finalize a global settlement within 30 days.
- The dispute centers on the use of the “Elf” trademark on vaping products, with litigation since 2022 involving iMiracle, Weiboli, and numerous manufacturers and retailers.
- Elf Bar, once highly popular among young consumers, has faced tightening U.S. market conditions amid state-level flavored vape bans and stricter enforcement.
- The case has seen major developments, including a district court injunction against Elf Bar and the Federal Circuit’s later reversal; multiple overlapping lawsuits are now expected to conclude through the proposed settlement.
2Firsts, December 11, 2025 — According to Law360, VPR Brands LP and the Chinese companies operating the “Elf Bar” brand have filed a joint notice in federal court in Florida stating that they have signed a settlement term sheet and aim to finalize a global settlement within 30 days. The agreement is expected to resolve a series of overlapping intellectual property disputes, bringing an end to the three-year legal battle over the “Elf Bar” name.
Reports indicate that the dispute over control of the “Elf Bar” name has continued for three years, and the specific terms of the settlement have not yet been disclosed.
The core of the conflict concerns the right to use the word “Elf” on vaping products. According to publicly available court documents, VPR initiated litigation in Florida in October 2022, naming Shenzhen Weiboli Technology Co. Ltd. and iMiracle (HK) Limited as defendants, alleging that their sales of “Elf Bar” disposable vapes infringed VPR’s long-held “Elf” trademark.
Data from the U.S. Food and Drug Administration (FDA) previously showed that Elf Bar was among the most popular disposable vape brands among young consumers.
As the litigation progressed, the U.S. flavored disposable vape market underwent significant shifts. Several states enacted bans on flavored vaping products and increased enforcement efforts, pushing these products out of the market.
Elf Bar also exited California after reaching a settlement in a lawsuit brought by NJOY LLC, a subsidiary of tobacco giant Altria Group, agreeing to stop selling all flavored vaping products in the state. (Related reading: Elf Bar Parent iMiracle to Pull Flavored Vapes From California, Ending Altria Unit NJOY Lawsuit)
Beyond its lawsuits against Weiboli and iMiracle, VPR also sued various manufacturers and retailers for allegedly selling infringing products. Meanwhile, several companies aligned with the iMiracle/Elf Bar camp filed counterclaims, asserting that they held an earlier registered “Elf” trademark and had licensed it to Weiboli and iMiracle, challenging VPR’s claims.
During the legal proceedings, Chinese companies also accused VPR of copying Elf Bar’s distinctive style and appearance, arguing that VPR’s products mimicked Elf Bar’s unique trade dress.
The case initially saw progress in VPR’s favor.
In 2023, Judge Aileen M. Cannon issued a preliminary injunction prohibiting the Chinese companies from selling any products bearing the “Elf Bar” name in the United States. However, a year later, the Federal Circuit overturned the injunction, finding that Judge Cannon had “misread” precedent and relied on “deficient” legal analysis, rendering the injunction improper.
Currently, the overlapping district court and appellate proceedings are expected to be resolved through the proposed global settlement. Although details of the agreement remain undisclosed, the joint notice indicates that both sides are moving toward ending the multi-front intellectual property dispute surrounding the “Elf/Elf Bar” brand.
In August 2025, 2Firsts reported that two Florida-based vaping companies—Elf Group and Super Scientific—filed a lawsuit against former executive Tzvie Jakob, accusing him of fabricating transactions, misappropriating funds, and diverting more than USD 20 million for personal use. The complaint stated that the companies were set up to leverage Jakob’s claimed “exclusive relationship” with Elf Bar to expand their business. Investors contributed more than USD 28 million, while Jakob—despite contributing no capital—allegedly controlled the companies.
Related Reading:
Cover image source: Law360
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
