FIFA's Pet Store Crackdown Sparks Backlash
Mount Pleasant retailer faces fines over World Cup bear toys, despite buying from authorized supplier.
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A small Mount Pleasant pet store is caught in FIFA's trademark enforcement machine — and the irony isn't lost on the owner.
Dawn Moulton runs Cascadia Natural Pet Supply. Last week, she ordered 20 plush bears dressed in international soccer jerseys from Kong, a major U.S. pet manufacturer, marketing them to customers as World Cup merchandise ahead of next week's matches.
"I wanted customers to be able to have their pups join in on the fun," Moulton said.
Then came Friday's email: Kong's salesperson told her to remove all FIFA references from her website or face a fine. The warning left Moulton bewildered. The same salesperson had marketed the toys to retailers more than a year earlier using FIFA language, even stating buyers would receive them in time for FIFA.
Moulton had expected to make $100 profit if the bears sold out. Most remain unsold — France, England, Canada, Mexico, Italy, and U.S. jerseys gathering dust.
"It's so silly," she said. "It's such a small item to have this level of backlash."
FIFA restricts use of its protected branding — including the words FIFA and World Cup — without a commercial licence. Vancouver bylaw officers confirm that as part of host-city responsibilities, infringements can result in fines up to $1,000.
Moulton assumed Kong, as a major corporation, had already secured necessary licensing. She's since renamed the toys the "FUBAR bears." "Is a small pet store really who you want to stomp on, FIFA?" she asked.
A week out from kickoff, the pet store saga underscores how aggressively FIFA is policing its brand during the tournament — even when small retailers thought they had permission.