Key points
- ELFBAR has announced that a global dispute over the "ELF" trademark with VPR Brands LP has been resolved.
- The settlement agreement applies to almost all major global markets including the United States, Canada, the United Kingdom, and the European Union.
- ELFBAR stated that they have now confirmed ownership of the ELF series trademarks including ELFBAR, ELFX, ELFA, and ELFLIQ.
- VPR stated that they signed a litigation settlement agreement on January 30, 2026 for a total consideration of $5.25 million, with VPR receiving $3.2 million after deducting legal fees.
April 1, 2026，2Firsts
According to a press release from PRNewswire and stocktitan, ELFBAR has announced that it has reached a permanent settlement with VPR Brands LP in a US court, ending a three-year dispute over the "ELF" trademark.
Reconciliation covers major markets such as the United States, Canada, the United Kingdom, and the European Union
ELFBAR stated that the latest announcement signifies that all disputes globally involving the "ELF" trademark with VPR have been resolved. According to the settlement agreement, the scope covers nearly all major global markets, including the United States, Canada, the United Kingdom, and the European Union.
According to the agreement, VPR will withdraw all trademark lawsuits and objections against ELFBAR related to the "ELF" trademark, no longer assert any related rights, cease production and marketing of any e-cigarette products bearing the "ELF" trademark, and abandon all claims to trademark rights in the "ELF" category determined by both parties.
ELFBAR has confirmed its global rights to the ELF series trademark
ELFBAR has confirmed that it now holds full rights to the ELF series trademarks in major global markets, including but not limited to ELFBAR, ELFX, ELFA, and ELFLIQ.
The company spokesperson stated that this settlement further solidifies their complete and legitimate claim to the "ELF" trademark, and also helps to maintain their global trademark portfolio and brand strategy.
ELFBAR also mentioned that during the period from 2020 to 2024, multiple favorable court judgments and intellectual property rulings in mainland China have strengthened its legal rights to the "ELF" trademark in this dispute.
VPR Square received a settlement of $3.2 million
According to the notice submitted by VPR, VPR Brands signed a litigation settlement agreement on January 30, 2026, to resolve all disputes and lawsuits related to its ELF trademark and U.S. Patent No. 8,205,622 for e-cigarettes.
According to the agreement, parties involved in ELFBAR will pay a total of $5.25 million, with VPR receiving $3.2 million after deducting legal fees.
VPR has agreed to irrevocably transfer its U.S. Patent No. 5,486,616 for the ELF trademark and all related trademarks and applications in exchange for a global, fully paid, irrevocable, non-exclusive, permanent license to Defendant's '622 patent.
After the agreement takes effect, VPR can sell existing inventory of ELF brand products within 75 days, but they are not allowed to produce new ELF brand products. Additionally, VPR has agreed to withdraw all trademark disputes related to the ELF brand and abandon certain trademark applications in the United States, European Union, United Kingdom, and Canada.
According to a report by 2Firsts, in December 2025, VPR Brands and ELFBAR submitted a joint notice to the federal court in Florida, stating that they have signed a list of settlement terms and plan to complete a global settlement covering multiple lawsuits within 30 days.
The dispute over the "Elf" trademark began in 2022 and has since involved injunctions, counterclaims, and key developments such as the reversal of a ruling by the federal appeals court.
Reviewing the three-year legal tug-of-war over the "ELF" trademark
The global legal battle over the "ELF" trademark has spanned three full years, evolving from intense confrontation to a financial settlement. The following are the key turning points in this dispute:
- October 2022: Lawsuit Initiated - VPR Brands officially filed a lawsuit against the parent company of ELFBAR in the federal court of Florida, alleging trademark infringement and related patents, marking the beginning of legal proceedings.
- February 2023: Key Injunction - A judge approved a preliminary injunction against ELFBAR. In order to continue operating in the American market, ELFBAR was forced to undergo a major rebranding, changing its name to "EB DESIGN," sparking widespread attention in the e-cigarette industry.
- 2023 to 2025: Legal Battle - Both parties entered into a lengthy legal standoff, involving multiple rounds of appeals, counterclaims, and complex debates regarding "fair use defense." Rulings from Chinese courts gradually reinforced ELFBAR's legitimate claim to the trademark.
- January 2026: Settlement Agreement - The two parties reached a settlement agreement, signing a total of $5.25 million for the lawsuit resolution, with VPR agreeing to transfer ownership of the related trademarks.
- March 2026: Global Confirmation - ELFBAR officially announced the complete resolution of the dispute, confirming its full legal rights to the "ELF" series trademarks in major global markets including the United States, United Kingdom, and the European Union.
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