ELFBAR loses trademark lawsuit, rebrands to EB Design

Elfbar by 2FIRSTS.ai

Mar.06.2023

ELFBAR loses trademark lawsuit, rebrands to EB Design

ELF THC triumphs in legal battle, blocking ELFBAR from US market. Parent company, Aiqi Tech, confirms compliance with court ruling.

On the morning of March 6th, Eastern Time, two FIRSTS staff members interviewed ELF THC, a brand under the ELF umbrella, at the APE exhibition. They stated that due to their victory in a brand lawsuit against ELFBAR, it is now unable to enter the US market.

2FIRSTS contacted the parent company of ELFBAR, Shenzhen IQIYI Technology Co., Ltd, for comment on the matter. IQIYI stated that they are complying with the court ruling and have stopped shipping ELFBAR products as of the effective date of the injunction issued by the United States Southern District Federal Court on February 24th. They have also simultaneously shifted to a new brand, EBDESIGN, for entry into the US market.

According to previous reports, the ELFBAR team will continue with their appeal and have no plans to launch a new name globally. The team has applied to revoke the "ELF" trademark with American distributors.

Read more about this topic:

ELFBAR has filed for the revocation of the "ELF" trademark with American dealers, and the earliest verdict is expected to be reached in September of next year.

The new brand "E.B. Desig" by ELFBAR is now on sale, and may have been introduced as early as December of last year.

The brand name "ELFBAR" has been discontinued and a new brand name, "EB design," will be launched in March.

#ELFBAR #Asia #Market #Japan #Disposable e-cigarettes #Brands #Trademarks

This document has been generated through artificial intelligence translation and is provided solely for the purposes of industry discourse and learning. Please note that the intellectual property rights of the content belong to the original media source or author. Owing to certain limitations in the translation process, there may be discrepancies between the translated text and the original content. We recommend referring to the original source for complete accuracy. In case of any inaccuracies, we invite you to reach out to us with corrections. If you believe any content has infringed upon your rights, please contact us immediately for its removal.

Altria and NJOY Sue ITC, Claim Judge Appointment Process Is Unconstitutional

Altria Group and its NJOY subsidiary have filed a lawsuit in Virginia federal court challenging the U.S. International Trade Commission’s process for appointing administrative law judges. The companies allege the system violates the U.S. Constitution and seek to halt an ITC patent investigation initiated by rival Juul.

Nov.10

PMI’s Smoke-Free Playbook: What Jacek Olczak Really Told Wall Street

At the Morgan Stanley Global Consumer & Retail Conference on December 2, 2025, PMI CEO Jacek Olczak delivered a clear message: the company’s smoke-free shift is now its central strategy. From ZYN’s surge in the U.S. to IQOS’s global momentum and a changing regulatory tone, his remarks sounded less like an earnings update and more like a declaration of PMI’s smoke-free future.

PMI

Dec.03

Product | FASTA Unveils New U.S. Offering, Citing “Made in USA” Status and Texas Compliance

FASTA has launched a new disposable, the FASTA ALIEN 51K, on U.S. online channels. Retailer Mi-Pod describes the product as “assembled and filled in the U.S.” and labels it as compliant with Texas e-cigarette registration requirements. The ALIEN 51K is now available via Mi-Pod and Vaping, with a suggested retail price of about $19.99.

Nov.12 by 2FIRSTS.ai

U.S. Lawmakers Seek to Empower HHS to Destroy Counterfeit Chinese Tobacco Products

Bipartisan members of the U.S. Congress have introduced the “Ensuring the Necessary Destruction of Illicit Chinese Tobacco Act” (END Act), seeking to amend the Federal Food, Drug, and Cosmetic Act to authorize the Department of Health and Human Services (HHS) to directly destroy adulterated, misbranded, or counterfeit imported tobacco products.Major tobacco companies, including Altria, along with several public health organizations, have announced their support for the bill.