Meta's New Smart Glasses Show Up on the Trademark Register the Same Day It Launched Them
On June 23, Meta unveiled its first in-house smart-glasses line — the $299 Meta Adventurer, the $299 Meta Fury, and the $399 Kylie Jenner–designed Starfire.
Founder, GleanMark
On June 23, Meta unveiled its first in-house smart-glasses line — the $299 Meta Adventurer, the $299 Meta Fury, and the $399 Kylie Jenner–designed Starfire. The same day, Meta Platforms filed USPTO applications for all three: STARFIRE, META ADVENTURER, and META FURY, serials 99900357, 99900368, and 99900387, in a tight cluster minutes apart. This is the trademark register doing what it does best: confirming a product the world learned about the same afternoon.
It was that kind of month. June produced 58,595 USPTO applications — the second-strongest June in the 2016–2026 window we track, behind only the 2021 boom. And under the top line, Class 42, the software and technology-services class, jumped 42.2% year over year. We think that breakout likely reflects AI-startup formation, software productization, and e-commerce brands racing to lock up names earlier.
The trademark register is the cleanest public preview of a company's product roadmap — except when a company launches on the same day it files, and the preview becomes a receipt.
— Howard Katzenberg, Founder, GleanMark
What We Found
- Meta's smart-glasses trademarks are dated June 23 — the launch day. STARFIRE, META ADVENTURER, and META FURY were all filed the day Meta unveiled the products, not weeks ahead.
- June was the second-strongest June on record: 58,595 applications, behind only 60,798 in June 2021.
- The first half is running at a post-2021 high: 342,760 filings through June, up 12.6% from 304,411 at the same point in 2025.
- Software and technology services broke out: Class 42 logged 6,784 class filings, up 42.2% year over year — nearly triple the overall 16.1% year-over-year growth.
- McDonald's was June's most aggressive TTAB plaintiff: MCDONALDS CORPORATION filed 11 opposition or cancellation proceedings.
Filing Volume
| Month | Total Filings | MoM Change |
|---|---|---|
| June 2026 | 58,595 | 2.4% |
| May 2026 | 57,200 | -7.5% |
| April 2026 | 61,824 | -0.1% |
| March 2026 | 61,906 | 23.5% |
| February 2026 | 50,127 | -5.6% |
| January 2026 | 53,108 | -1.4% |
| December 2025 | 53,839 | 9.7% |
| November 2025 | 49,058 | -7.4% |
| October 2025 | 53,006 | -5.4% |
| September 2025 | 56,036 | 4.3% |
| August 2025 | 53,735 | -2% |
| July 2025 | 54,859 | 8.7% |
| June 2025 | 50,453 | — |
The monthly line matters less than the frame. June 2026 was the second-strongest June in the record below, ahead of every post-boom year and short only of June 2021. The first half is running hot too: 342,760 filings through June, up 12.6% from 304,411 a year ago and the strongest first-half total since 2021.
Year over year, June rose from 50,453 applications to 58,595, a 16.1% increase. The spring peak — March and April both near 61,900 — has cooled, but June ticked back up rather than continuing May's slide. That is a plateau at a high level, not a rollover.
Nearly all of June's applications are still pending: 58,553 of 58,595. That is prosecution timing, not a verdict on quality.
Every June, 2016–2026
| Year | June Filings |
|---|---|
| 2016 | 35,233 |
| 2017 | 40,603 |
| 2018 | 40,015 |
| 2019 | 39,520 |
| 2020 | 51,790 |
| 2021 | 60,798 |
| 2022 | 48,374 |
| 2023 | 46,282 |
| 2024 | 46,718 |
| 2025 | 50,453 |
| 2026 | 58,595 |
June 2026 ranks second in the 2016–2026 June history, behind only the 2021 surge.
NICE Class Leaderboard
| Rank | NICE Class | Description | Filings | MoM | YoY |
|---|---|---|---|---|---|
| 1 | 41 | Education; entertainment; sporting and cultural activities | 7,370 | -1.2% | 15.7% |
| 2 | 9 | Scientific and electronic apparatus; downloadable software | 7,213 | -1.9% | 9.2% |
| 3 | 42 | Scientific and technological services; software design and development | 6,784 | 3.1% | 42.2% |
| 4 | 35 | Advertising; business management; retail services | 6,253 | 1.1% | 12.7% |
| 5 | 25 | Clothing, footwear, headwear | 6,114 | 2.7% | 14.4% |
| 6 | 3 | Cosmetics and cleaning preparations | 3,198 | 5% | 17.5% |
| 7 | 5 | Pharmaceuticals; medical preparations; dietary supplements | 2,948 | 1% | 8.2% |
| 8 | 28 | Games, toys, and sporting goods | 2,837 | 1.8% | 16.2% |
| 9 | 21 | Household or kitchen utensils and containers | 2,753 | 6.5% | 21.2% |
| 10 | 16 | Paper goods and printed matter | 2,314 | -0.4% | 13.9% |
| 11 | 36 | Insurance; financial affairs; real estate affairs | 2,050 | -5.9% | 2.5% |
| 12 | 20 | Furniture; mirrors; picture frames; goods of plastic | 2,026 | 6.9% | 22.9% |
| 13 | 44 | Medical, veterinary, hygienic and beauty care; agriculture | 1,860 | -6.6% | 11% |
| 14 | 30 | Staple foods; coffee; tea; bakery and confectionery goods | 1,703 | 10.7% | 11.3% |
| 15 | 11 | Lighting, heating, cooling, cooking, and sanitary apparatus | 1,511 | 2% | 6% |
Class 41 led June with 7,370 class filings, narrowly ahead of Class 9 at 7,213. That pairing is familiar — entertainment, education, software, electronics, apps, and online services dominate modern filing volume.
The story is Class 42. Its 6,784 filings were up 42.2% year over year, nearly triple the month's 16.1% overall growth. (The class count tallies claimed NICE classes, not applications, so the two figures are not one-for-one — but a gap that wide is not a rounding artifact.) This is where AI shows up in the register: not just model names, but SaaS products, developer tools, data services, and automation platforms hardening into brands.
Two smaller classes deserve a look. Class 21 (household goods) and Class 20 (furniture) were up 21.2% and 22.9% year over year. That is the Amazon-brand-registry economy — cheap consumer goods where the trademark is less about consumer recognition than about the ticket to marketplace enforcement.
Top Filing Owners
| Owner | Filings | Prior Month | MoM |
|---|---|---|---|
| Shanghai XPM Hongqiao E-Commerce Co., Ltd. | 45 | 0 | — |
| Trulieve IP Holdings, Inc. | 34 | 0 | — |
| LG H&H CO., LTD. | 33 | 14 | 135.7% |
| ARISTOCRAT TECHNOLOGIES, INC. | 29 | 6 | 383.3% |
| Ghost Global LLC | 28 | 16 | 75% |
| SOCIETY OF AI MANAGEMENT LLC | 28 | 0 | — |
| Qi,Zhongying | 27 | 13 | 107.7% |
| L'OREAL USA S/D, INC. | 27 | 15 | 80% |
| SUEROS Y BEBIDAS REHIDRATANTES, S.A. DE C.V. | 26 | 0 | — |
| Home Savings of America, LLC | 26 | 19 | 36.8% |
| JUN, LI | 26 | 11 | 136.4% |
| CLP Circular Services, Inc. | 25 | 0 | — |
Raw filing volume is not brand importance. June's top filer, Shanghai XPM Hongqiao E-Commerce with 45 applications, reads as marketplace churn rather than a single household-name push — and, along with Qi Zhongying and Jun Li, points to the same cross-border e-commerce seller base that keeps Classes 20 and 21 dense.
The recognizable names are the better hooks: Trulieve, LG H&H, Aristocrat Technologies, Ghost, and L'Oréal span cannabis, beauty, gaming, and supplements — sectors where naming inventory and enforcement readiness matter well before a product ships. Aristocrat's jump from 6 filings to 29 is the sharpest month-over-month move on the board.
Top Correspondent Firms
| Firm | Filings | Prior Month | MoM |
|---|---|---|---|
| LZ Legal Services, LLC | 1,021 | 802 | 27.3% |
| Swyft Legal LLC | 982 | 791 | 24.1% |
| Alioth Law P.C. | 404 | 375 | 7.7% |
| One Juris PC | 377 | 268 | 40.7% |
| Grogan, Tuccillo & Vanderleedeen, LLP | 376 | 317 | 18.6% |
| Trademark Highway LLC | 350 | 335 | 4.5% |
| JT IP Law PC | 282 | 70 | 302.9% |
| Sparring Legal LLP | 276 | 247 | 11.7% |
| BAYRAMOGLU LAW OFFICES LLC | 267 | 169 | 58% |
| MEDIA LAW GROUP | 256 | 369 | -30.6% |
| Overseas Operation Services, Inc. DBA Flatfee Corp. | 228 | 293 | -22.2% |
The correspondent table shows how much of the system now runs through high-volume online filing channels. LZ Legal Services and Swyft Legal alone cleared roughly 2,000 mapped filings between them, both up more than 20% from May. JT IP Law's 70-to-282 jump is the outlier worth flagging — a quadrupling in a single month usually means a portfolio client, an acquisition, or a batch filing, not organic growth.
Traditional and specialized practices still hold ground. Grogan, Tuccillo & Vanderleedeen, Bayramoglu Law Offices, and Sparring Legal are reminders that the top of the market is mixed: DIY intake at scale on one side, prosecution shops on the other.
Notable Filings
Meta filed its smart-glasses names on launch day
STARFIRE, META ADVENTURER, and META FURY — serials 99900357, 99900368, and 99900387 — were all filed June 23, the day Meta unveiled the corresponding products. Starfire is the Kylie Jenner–designed $399 model; Adventurer and Fury are the $299 in-house frames, Meta's first smart glasses to drop the Ray-Ban and Oakley branding.
Same-day filing is a deliberate choice, not a leak. A company that files on announcement day has decided the marketing surprise is worth more than the head start a quiet pre-filing would buy — which tells you Meta wanted the reveal, not the registration, to break the news.
Amazon filed ONE MEDICAL HEALTH STATION — a product that already exists
Amazon Technologies filed ONE MEDICAL HEALTH STATION, serial 99908827, on June 26. This is not a roadmap breadcrumb. Amazon One Medical already operates "Health Station" locations — small-format sites offering primary care through a hybrid virtual-plus-in-person model, including one in the lobby of an Amazon building in Seattle. The filing protects an existing brand format Amazon is scaling, not a mystery to decode.
Nike filed NIKE FREE IQ
Nike filed NIKE FREE IQ, serial 99905286, on June 25. "Free" is Nike's long-running minimalist footwear line; "IQ" is a data or intelligence suffix. We found no announced product under this exact name — worth noting given Nike's recent innovation push, which this year has run through the separate "Mind" neuroscience footwear line and "Project Amplify" powered shoes, not a "Free IQ" brand. Read it as a live footwear or performance-tech extension candidate.
Samsung's June cluster maps to shipping display and TV lines
Samsung filed a batch tied to displays it already sells or has announced: ODYSSEY CLEAR MOTION PRO, serial 99893809, on June 18; VISION TV and SAMSUNG VISION TV, serials 99903657 and 99903516, on June 24; 990, serial 99895462, on June 19; and LYNX, serial 99911521, via Samsung HME America on June 29.
Odyssey is Samsung's established gaming-monitor line, refreshed for 2026 at CES, so "Clear Motion Pro" reads as a feature name within an existing franchise rather than a new brand. VISION TV connects to Samsung's Vision AI / Vision AI Companion platform, the AI layer Samsung has been rolling across its 2026 TVs all year. LYNX, filed by a different Samsung entity, is the genuinely open one — short, unattached to a known line, and flexible enough to land on hardware, software, or a sub-brand.
Netflix filed THE NETFLIX EFFECT
Netflix filed THE NETFLIX EFFECT, serial 99906677, on June 25, alongside LONG LIVE IMAGINATION, serial 99891056, and WATCH. PLAY. GROW., serial 99891454, both June 17. THE NETFLIX EFFECT reads as corporate-storytelling or campaign language about the company's cultural footprint. WATCH. PLAY. GROW. points toward an ecosystem spanning viewing, interactive play, and family or child development — a tagline structure, not a title.
Disney filed DISNEY FROZEN
Disney Enterprises filed DISNEY FROZEN, serial 99901293, on June 23. Pairing the house brand directly with a marquee franchise is a routine licensing and merchandising move. For a property spanning toys, apparel, media, live experiences, and publishing, the mark keeps the branded universe clean across channels. Less mystery than housekeeping.
TTAB Activity
| Type | Filings | Prior Month | MoM |
|---|---|---|---|
| Oppositions | 724 | 688 | 5.2% |
| Cancellations | 275 | 225 | 22.2% |
| Plaintiff | Proceedings Filed |
|---|---|
| MCDONALDS CORPORATION | 11 |
| ALO, LLC | 7 |
| UBIQUITI INC. | 6 |
| PRL USA HOLDINGS,INC. | 6 |
| MATTEL, INCORPORATED | 5 |
| UBIQUITI, INC. | 5 |
| NEW ERA CAP, LLC | 5 |
| CATERPILLAR, INC. | 4 |
| APPLE, INC. | 4 |
| DUKE UNIVERSITY | 4 |
TTAB activity rose on both fronts, with cancellations up 22.2% month over month — the sharper move. McDonald's led plaintiffs with 11 proceedings, consistent with a globally licensed food-service brand policing restaurant names, menu language, and franchise-adjacent uses at scale.
Note that Ubiquiti appears under two name variants and together accounts for 11 proceedings — the same count as McDonald's, split across owner records. That is a data-hygiene artifact worth reading around: in raw party data, tech enforcers can look fragmented even when a single company is behind the activity. Alo, PRL (Ralph Lauren), Mattel, New Era, and Apple round out a plaintiff list heavy on licensing-driven and identity-driven portfolios.
Registration Rates
| Cohort Month | Total Filed | Registered | Registration Rate |
|---|---|---|---|
| June 2025 | 50,453 | 19,158 | 38% |
| May 2025 | 48,444 | 18,679 | 38.6% |
| April 2025 | 52,801 | 22,181 | 42% |
| March 2025 | 52,981 | 24,403 | 46.1% |
| February 2025 | 38,359 | 15,494 | 40.4% |
| January 2025 | 61,373 | 32,570 | 53.1% |
| December 2024 | 53,473 | 27,474 | 51.4% |
| November 2024 | 47,814 | 24,187 | 50.6% |
| October 2024 | 52,986 | 27,447 | 51.8% |
| September 2024 | 51,321 | 24,312 | 47.4% |
| August 2024 | 50,410 | 17,131 | 34% |
| July 2024 | 50,703 | 19,163 | 37.8% |
Registration rates here range from 34% to 53.1%. The pattern is mostly maturation: older cohorts have had more time to move through examination, publication, and registration, so recent-month outcomes should not be overread.
Practitioner Takeaways
- Treat June as elevated, not overheated. Historically strong for June, but still below the 2021 peak — "post-boom strength" is the honest frame, not "new record."
- Watch Class 42 descriptions. A 42.2% year-over-year jump means crowded naming lanes for AI, SaaS, automation, and developer-tool brands. Clearance is getting harder there fastest.
- Expect more marketplace-driven clutter. Household goods, furniture, cosmetics, and retail classes stay dense because e-commerce sellers need trademarks for platform control as much as consumer recognition.
- Budget TTAB spend to portfolio exposure. McDonald's, Ubiquiti, Mattel, and Apple show policing clusters around brands with licensing value and impersonation risk — it is not evenly distributed.
Methodology: figures cover USPTO trademark applications by filing date, from GleanMark's mirror of the full USPTO dataset (~14M records). Recent-month filings are ~99% pending — prosecution timing, not outcomes. Class figures count claimed NICE classes, not applications, and are not one-for-one comparable to application totals. Registration rates use cohorts old enough to have matured; firm totals cover filings mapped to a correspondent (~70% of the month). Informational, not legal advice.
Explore more USPTO data analysis on the GleanMark Insights blog.
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