Sony tries to block the 'Naughty Cat' brand due to its similarity with Naughty Dog

Sony Interactive Entertainment started a formal process against the attempt to register the trademark Naughty Cat in the United States, alleging a risk of confusion with the already established brand Naughty Dog, a game development studio owned by the company. The action was registered at the USPTO (United States Patent and Trademark Office) and involves the company from Hong Kong Naughty Cat Co., Limited, which operates in a completely different segment — so far, with only two betting-related apps.

The main argument from Sony is based on the phonetic and conceptual similarity between the names. "The first and dominant part of both trademarks, Naughty, is identical," the company stated in the opposition document. "The second elements, DOG and CAT, are highly similar, as they both refer to pets, and it is likely to mislead consumers, making them believe, incorrectly, that Naughty Cat is affiliated with SIE and/or Naughty Dog, or that their products are licensed or approved by SIE and/or Naughty Dog."

The legal dispute focuses not only on the name similarity but also on the commercial usage history. Naughty Cat Co. claims the trademark since December 25, 2023, while Naughty Dog has been a well-established brand for decades, with a presence registered in several countries and a strong association with the brand PlayStation.

Despite the difference in scope between the companies — one with an award-winning portfolio of games like The Last of Us and Uncharted, the other focusing on betting apps — Sony argues that the presence of "Naughty Cat" in the market may lead the public to think it is a subdivision, partnership, or authorized project. The action aims to prevent damage to the reputation of Naughty Dog, which is considered a high-value asset within the structure of Sony Interactive Entertainment.

The USPTO has already established a schedule for the dispute. Naughty Cat Co. has until July 12, 2025 to respond to the opposition. If they fail to do so, the application will be considered abandoned, directly benefiting Sony. If the company decides to defend itself, the process could extend until 2026, with a possibility of judgment.

This type of litigation marks another chapter in the intellectual property battles in the gaming sector, where names, logos, and brand identity are strategic elements of differentiation and market value. Although it is unlikely that the average consumer will confuse studios with such distinct profiles, Sony's conservative history in protecting its IPs indicates that similar disputes may continue to arise whenever third parties try to approach well-established brands.