Google's Trademark Filings Read Like a Product Catalog — Because They Are
In October, Google filed U.S. trademark applications for OPAL, STITCH, PORTRAITS and MAGIC CUE. Three of those four are products you can already use.
Founder, GleanMark
In October, Google filed U.S. trademark applications for OPAL, STITCH, PORTRAITS and MAGIC CUE. Three of those four are products you can already use. Opal is an experimental Google Labs tool, announced and launched in July 2025, that lets you build and share AI mini-apps from natural language.
Stitch launched at Google I/O 2025 as a Google Labs experiment that generates mobile and web app interfaces from prompts. And Magic Cue is a feature available exclusively on Pixel 10 series phones that anticipates your needs and surfaces information right when you need it. The "mystery filing" framing that usually animates these roundups doesn't survive ten minutes of searching — and that is itself the story. The most-watched company on the trademark register in October was protecting names the public already knew, not hiding ones it didn't.
So the more durable number is the volume one: USPTO applicants filed 52,991 trademark applications, making October 2025 the strongest October on record except for the pandemic-era 2020. We think the persistently high floor most likely reflects AI-driven company formation, marketplace brand-registry filings, and a register increasingly routed through high-volume, fixed-fee filing operations — not a single one-month surge.
What We Found
- October was a near-record month. 52,991 applications made it the second-strongest October in the 2016–2025 series, behind only 63,229 in 2020 — and 24 applications ahead of last October.
- Google's October filings are mostly shipped products, not secrets. OPAL, STITCH and MAGIC CUE all correspond to publicly available Google tools or features; the filings are coverage, not previews.
- Year-to-date demand is running above 2024. 522,029 filings through October versus 496,107 a year earlier — a 5.2% increase and the strongest YTD total in the 2021–2025 comparison.
- Tech services was the year-over-year standout. Class 42 reached 5,805 class filings, up 31.8% from October 2024 — the largest gain among the top 15 classes.
- Two classes fell hard. Class 20 (furniture) dropped 30.2% year over year and Class 21 (housewares) 26.2%, cutting against any pure consumer-goods narrative.
- O POSITIV, INC. topped the TTAB docket with 8 proceedings — a wellness brand fighting in some of the most crowded naming territory on the register.
Filing Volume
| Month | Total Filings | MoM Change |
|---|---|---|
| October 2024 | 52,967 | — |
| November 2024 | 47,795 | -9.8% |
| December 2024 | 53,459 | 11.9% |
| January 2025 | 61,451 | 14.9% |
| February 2025 | 38,348 | -37.6% |
| March 2025 | 52,969 | 38.1% |
| April 2025 | 52,785 | -0.3% |
| May 2025 | 48,440 | -8.2% |
| June 2025 | 50,447 | 4.1% |
| July 2025 | 54,850 | 8.7% |
| August 2025 | 53,722 | -2.1% |
| September 2025 | 56,026 | 4.3% |
| October 2025 | 52,991 | -5.4% |
The headline number fell 5.4% from September. Ignore it. A single month's step-down from a 56,026 print does not change October's standing against its own history, and the same-month comparison is the one that controls for the seasonal swings that make this series jump around — note February's 38,348 trough and the 38.1% March rebound that followed.
Every October, 2016–2025
| Year | October Filings |
|---|---|
| 2016 | 31,419 |
| 2017 | 38,280 |
| 2018 | 39,959 |
| 2019 | 40,057 |
| 2020 | 63,229 |
| 2021 | 47,406 |
| 2022 | 41,757 |
| 2023 | 44,807 |
| 2024 | 52,967 |
| 2025 | 52,991 |
October 2025 trails only October 2020 across the ten October cohorts shown.
Two Octobers now sit essentially tied at the top of the non-2020 field, 2024 and 2025, separated by 24 applications. That is close enough to call a plateau rather than a new peak: demand reset to a higher baseline after 2022's slump and has held there for two years. Through October, 2025 has produced 522,029 filings against 496,107 a year earlier — up 5.2%, and the strongest year-to-date total in the five-year window.
The year-over-year monthly comparison is almost perfectly flat: 52,991 in October 2025 against 52,967 in October 2024, a rounding error apart. The volume isn't growing month to month. It's refusing to fall.
NICE Class Leaderboard
| Rank | NICE Class | Description | Filings | MoM | YoY |
|---|---|---|---|---|---|
| 1 | 41 | Education, entertainment, sporting and cultural activities | 7,154 | 3.5% | 23.9% |
| 2 | 9 | Scientific, electronic, computer and software goods | 7,099 | -6.3% | 9.3% |
| 3 | 35 | Advertising, business management, retail and online marketplace services | 6,562 | 6.8% | 15.7% |
| 4 | 42 | Scientific and technological services; software design and development | 5,805 | 5.1% | 31.8% |
| 5 | 25 | Clothing, footwear and headwear | 5,592 | -4.3% | 3.7% |
| 6 | 5 | Pharmaceuticals, medical preparations and dietary supplements | 3,063 | 6.6% | 19.8% |
| 7 | 3 | Cosmetics, cleaning preparations and personal care goods | 2,744 | -10.4% | 2.1% |
| 8 | 28 | Games, toys, sporting goods and playthings | 2,463 | -10.5% | -7.4% |
| 9 | 36 | Financial, insurance and real estate services | 2,355 | 5% | 14.9% |
| 10 | 16 | Paper goods, printed matter, stationery and office supplies | 2,332 | 2.4% | 9.4% |
| 11 | 21 | Household and kitchen utensils, cookware and containers | 2,121 | -21.1% | -26.2% |
| 12 | 44 | Medical, beauty, agricultural and veterinary services | 1,897 | 0.6% | 21.8% |
| 13 | 30 | Coffee, tea, bakery goods, sauces and staple foods | 1,694 | 2.8% | -1.2% |
| 14 | 43 | Food and drink services; temporary accommodation | 1,541 | 2.9% | 13.8% |
| 15 | 20 | Furniture, mirrors, picture frames and non-metal storage goods | 1,500 | -27.9% | -30.2% |
Class 42 is the class to watch. Its 31.8% year-over-year jump is the steepest in the top 15, and it maps cleanly onto everything else moving through the register right now: software services, AI tools, cloud platforms, developer tooling. Google's own October filings — Opal, an AI app builder; Stitch, an AI UI designer — are textbook Class 42 activity, and they are not alone.
The declines tell the other half of the story. Furniture (Class 20) and housewares (Class 21) both fell more than 26% year over year. Whatever is driving the overall floor, it is not a broad consumer-goods boom — it is software and services pulling the weighted average up while physical-goods categories sag.
A note on what this table is: it counts NICE-class claims, not applications. One application can claim several classes. So read the growth rates as directional mix, not as a share of the 52,991 total.
Top Filing Owners
| Owner | Filings | Prior Month | MoM |
|---|---|---|---|
| SKNV LLC | 67 | 0 | — |
| KING SHOW GAMES, INC. | 55 | 35 | 57.1% |
| JOINT STOCK COMPANY "СLOSED NON-DIVERSIFIED VENTURE CORPORATE INVESTMENT FUND "LARA" | 41 | 0 | — |
| PHARMAESSENTIA CORPORATION | 40 | 0 | — |
| ALLSEASON IPCO, LLC | 38 | 0 | — |
| Dengliang Huang | 36 | 2 | 1700% |
| LIGHT & WONDER, INC. | 32 | 21 | 52.4% |
| Randolph Kennedy | 32 | 7 | 357.1% |
| ARISTOCRAT TECHNOLOGIES, INC. | 31 | 16 | 93.8% |
| WALMART APOLLO, LLC | 30 | 17 | 76.5% |
| INGRAM ENTERPRISES, INC. | 30 | 0 | — |
| GAMES GLOBAL USA INC. | 25 | 30 | -16.7% |
Five of the top owners filed zero applications in September and dozens in October — SKNV, the Lara investment fund, PharmaEssentia, AllSeason and Ingram. That on-off pattern is the signature of batch portfolio work, not steady brand-building, and it is a reminder that the top of the volume table rarely contains the names a consumer would recognize.
The legible cluster is gambling and gaming. KING SHOW GAMES, LIGHT & WONDER, ARISTOCRAT TECHNOLOGIES and GAMES GLOBAL all appear here, four slot-and-casino suppliers refreshing game titles in the same month. Their presence does as much to explain Class 41's strength as any media company would.
Top Correspondent Firms
| Firm | Filings | Prior Month | MoM |
|---|---|---|---|
| Swyft Legal LLC | 1,250 | 1,077 | 16.1% |
| LZ Legal Services, LLC | 943 | 933 | 1.1% |
| Alioth Law P.C. | 539 | 670 | -19.6% |
| Overseas Operation Services, Inc. DBA Flatfee Corp. | 488 | 834 | -41.5% |
| Sparring Legal LLP | 258 | 339 | -23.9% |
| OUTSOURCE ASIA | 246 | 301 | -18.3% |
| All West Law Group, PLLC | 242 | 256 | -5.5% |
| Rotek Law | 232 | 255 | -9% |
| LegalForce RAPC Worldwide, P.C. | 232 | 303 | -23.4% |
| Law On Call, LLC | 213 | 191 | 11.5% |
| Grogan, Tuccillo & Vanderleedeen, LLP | 203 | 251 | -19.1% |
Here is the quiet structural story. Swyft Legal filed 1,250 applications and LZ Legal 943 — two operations that together dwarf every traditional firm on the list, and Swyft grew 16.1% in a month when most of the table shrank. The register's plumbing is increasingly online, fixed-fee and high-volume. For practitioners, that means the clearance environment keeps getting noisier even when the macro total looks flat: more near-identical marks, filed faster, by filers optimized for throughput rather than prosecution depth.
"Most of the trademark register isn't lawyers anymore — it's filing machines. Two outfits out-file the entire traditional bar on this list, and one of them grew double digits in a down month."
— Howard Katzenberg, Founder, GleanMark
Notable Filings
| Filer | Mark | Filing Date | Serial | Status |
|---|---|---|---|---|
| GOOGLE LLC | OPAL | October 30, 2025 | 99470646 | Pending |
| GOOGLE LLC | STITCH | October 30, 2025 | 99470642 | Pending |
| GOOGLE LLC | PORTRAITS | October 27, 2025 | 99464706 | Pending |
| GOOGLE LLC | MAGIC CUE | October 24, 2025 | 99461676 | Pending |
| NIKE, INC. | MAVN | October 30, 2025 | 99471637 | Pending |
| NIKE, INC. | NIKE MAVN | October 30, 2025 | 99471461 | Pending |
| SAMSUNG ELECTRONICS, CO., LTD. | SAMSUNG WALLET | October 28, 2025 | 99466508 | Pending |
| SAMSUNG ELECTRONICS, CO., LTD. | JET FIT | October 21, 2025 | 79439483 | Pending |
| MICROSOFT CORPORATION | MINECRAFT | October 27, 2025 | 99464936 | Pending |
| APPLE, INC. | CREATORS WE LOVE | October 23, 2025 | 99458782 | Registered |
A filing date is a hard fact; what it means is not. The useful exercise is matching marks to the world, and October's big-tech filings mostly match products that already exist.
Google: OPAL, STITCH, PORTRAITS and MAGIC CUE
This is the cluster reporters will want to call a roadmap leak. It mostly isn't. Opal is brand new and experimental, launched in a US-only public beta because Google believes the best way to build a product is with its community from the start — and it went live in July 2025, months before this filing. Stitch is older still: it launched at Google I/O 2025 on May 20 , and in May 2025 Google acquired Galileo AI and rebranded it as Stitch. Magic Cue shipped on the Pixel 10. The pattern here is a company filing for marks well after public launch — ordinary trademark hygiene around already-announced products, not a preview of anything. PORTRAITS, the one short, generic term we could not tie to a specific named Google product, is the only entry in this group that resists a clean match; we are not going to call it unannounced on that basis alone.
Nike: MAVN and NIKE MAVN
Nike filed the standalone MAVN and the house-brand NIKE MAVN on the same day. MAVN is not a hint — it's on the shelves. Nike has launched MAVN as a new era of teen performance wear, made to match her speed from the morning bus ride to late-night practice. The dual filing is what's worth noting: protecting both the bare term and the branded lockup is how a company treats a name it intends to build a sub-brand around, not a one-off capsule.
Samsung: SAMSUNG WALLET and JET FIT
SAMSUNG WALLET is an existing payments-and-identity product; the filing is maintenance, not news. JET FIT is the one to actually watch in this group — a compact, product-family-style name we could not match to a publicly announced Samsung product, consistent with Samsung's habit of stamping short names across device and accessory lines. We searched and found no clear public counterpart; that is a description of what we found, not a claim that none exists.
Microsoft: MINECRAFT
Microsoft filing MINECRAFT is not a mystery — it is one of the most valuable game franchises in the world. A fresh application around a mature property typically means new goods, services, formats or licensing lanes, and Minecraft spans games, education, film and merchandise. The interesting filings are rarely the famous names; they're the ones you have to look up.
Apple: CREATORS WE LOVE
CREATORS WE LOVE reads like editorial or retail-programming branding rather than a device name — the kind of mark Apple attaches to a curated content slate or a campaign. It registered quickly, which suggests Apple wanted it locked down rather than parked.
TTAB Activity
| Type | Filings | Prior Month | MoM |
|---|---|---|---|
| Oppositions | 734 | 698 | 5.2% |
| Cancellations | 274 | 249 | 10% |
| Plaintiff | Proceedings Filed |
|---|---|
| O POSITIV, INC. | 8 |
| VOLKSWAGEN AKTIENGESELLSCHAFT | 6 |
| ALO, LLC | 6 |
| Outpost Holdings, Inc. | 6 |
| APPLE, INC. | 5 |
| 1661, INC. | 5 |
| PETSMART HOME OFFICE LLC | 5 |
| BELLA + CANVAS, LLC | 4 |
| CHANEL, INC. | 4 |
| JEAN PATOU | 4 |
Both sides of the docket rose: oppositions 5.2% and cancellations 10%. O POSITIV, INC., the most active plaintiff at 8 proceedings, is a women's-wellness brand operating in supplements and personal care — categories where descriptive, near-identical names pile up fast and enforcement becomes a standing cost of doing business. The rest of the list sorts into familiar buckets: platform brands (Volkswagen, Apple) policing broadly because dilution risk spans many classes, and luxury houses (Chanel, Jean Patou) guarding fashion-and-fragrance marks against lookalikes.
Registration Rates
| Cohort Month | Total Filed | Registered | Registration Rate |
|---|---|---|---|
| October 2024 | 52,967 | 26,167 | 49.4% |
| September 2024 | 51,308 | 23,184 | 45.2% |
| August 2024 | 50,411 | 16,219 | 32.2% |
| July 2024 | 50,715 | 18,534 | 36.5% |
| June 2024 | 46,732 | 18,825 | 40.3% |
| May 2024 | 51,570 | 25,544 | 49.5% |
| April 2024 | 51,609 | 25,430 | 49.3% |
| March 2024 | 48,993 | 25,018 | 51.1% |
| February 2024 | 43,788 | 21,610 | 49.4% |
| January 2024 | 48,014 | 25,921 | 54% |
| December 2023 | 44,949 | 24,743 | 55% |
| November 2023 | 45,415 | 24,396 | 53.7% |
Read this table by cohort age, not by month. The oldest cohorts (late 2023, early 2024) cluster near 50–55% registered, while mid-2024 cohorts like August sit at 32.2% simply because they haven't matured. The dip in the middle is timing, not a quality cliff.
Practitioner Takeaways
- Treat October as a high-volume baseline, not a peak. The -5.4% monthly move is noise; the same-month rank — second-strongest October on record — is the number that matters.
- Class 42 is where the conflicts are. A 31.8% year-over-year rise in software-and-services filings means denser clearance around AI, cloud, data and developer tools.
- Don't over-read big-tech filings. Most of October's marquee names — Google's Opal and Stitch, Samsung Wallet, Microsoft's Minecraft, Nike's MAVN — track products already public. Match before you speculate.
- Plan for noisier dockets. Oppositions and cancellations both rose, and high-volume filing operations keep crowding the register faster than the macro total suggests.
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 — that reflects prosecution timing, not outcomes — so registration rates use cohorts old enough to have matured. NICE-class figures count class claims, not applications. 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.
More in this series
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