MINNEAPOLIS — Target filed more trademark applications than any other company in the U.S. last year, reflecting its aggressive push to expand its private-label portfolio amid a competitive retail landscape.
Target Brands Inc., the Minneapolis-based retailer’s subsidiary, submitted 525 trademark applications to the USPTO in 2024, the highest among all companies, including entertainment, gaming, and pharmaceutical players. It marks the third consecutive year Target has led the nation in trademark filings, according to The Minnesota Star Tribune.
The filings largely covered Target’s growing lineup of owned brands, which generated $30 billion in annual sales across more than 40 labels, including popular lines like Cat & Jack, Good & Gather, and Threshold. In 2024, Target launched Dealworthy, a value-focused essentials brand, and Gigglescape, a toy brand, while also expanding assortments under its Auden and Up&Up labels.
Target’s trademark activity underscores the retailer’s strategic investment in owned brands, which have become an essential differentiator as shoppers increasingly look for quality at lower prices. The filings provide legal protection for new names, logos, and product categories, thereby strengthening Target’s market position.
Retail competitors Amazon and Walmart were also among the top trademark filers, with 289 and 211 applications, respectively, as private-label expansion remains a critical growth lever in grocery, apparel, and household essentials.
While trademark filings may appear to be a routine administrative action, they signal a retailer’s direction, investment priorities, and pipeline of upcoming brand launches. As Target expands its private-label ecosystem, these filings indicate shoppers can expect continued new brand introductions and category entries in the coming year.
For retailers, trademarks are not just legal tools but valuable assets. “Trademarks become a very important company asset. Sometimes it’s the most valuable or one of the most valuable company assets,” noted Jodi DeSchane, an intellectual property attorney with Ballard Spahr.
As retail competition intensifies and consumers continue to prioritize value and trust, private-label growth backed by trademark protections will remain a crucial strategy for leading retailers such as Target, Amazon, and Walmart.
