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.
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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.
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