On July 29, 2026, Beast Holdings, LLC, the company behind Jimmy Donaldson, better known as MrBeast, filed two trademark applications at the USPTO: BEAST WORLD (serial 50019767) and BEAST BUCKS (serial 50019775). Coverage jumped straight to theme park. The filings say something different, and the reason is worth understanding, because it applies to your business too.
Classes are the story
A trademark application isn’t filed for a name in the abstract. It’s filed for a name attached to specific goods and services, sorted into international classes. Those classes decide the scope of protection.
BEAST WORLD covers eight classes: 9, 18, 21, 25, 35, 36, 38, and 42. That is software and games, bags, drinkware, apparel, membership and rewards programs, payment and stored value services, telecommunications, and software as a service. What it does not include is Class 41, the entertainment class where amusement park services live. That absence is the interesting part, because Beast Holdings already filed BEAST LAND in November 2025, and that application does claim Class 41.
So BEAST WORLD reads as a digital ecosystem, not a physical park. BEAST BUCKS, filed the same day, claims Classes 9, 36, and 41 for software featuring virtual currency, financial services providing that virtual currency, and online games and virtual worlds. In other words, a currency that lives inside the ecosystem.
Why this matters if you’re not a billionaire creator
The lesson isn’t about MrBeast. It’s that a trademark filing is a map of where a business believes it’s going, and gaps in that map are gaps in protection.
Most small business owners file for what they sell today. That’s understandable, and it’s also how brands end up unprotected in the exact category they expand into two years later. If you sell a physical product now and plan to launch a course, an app, or a membership, those are different classes, and each one carries a separate government filing fee.
The opposite mistake is just as common. Filing for everything you can imagine isn’t free, and an application that claims goods and services you don’t actually offer can create problems, because U.S. trademark law requires real use in commerce for the goods you claim.
The balance is to file for what you sell now, plus what you have a genuine plan to launch, and to keep the filings honest.
What to do with your own brand
List every product line you sell today, including merchandise, digital products, and services. Then list what’s realistically launching in the next year or two. Compare that against what your existing registrations actually cover. Most owners find at least one gap.
Filing under an intent-to-use basis is available when a launch is planned but hasn’t happened yet. It holds your place in line while you get to market. Both BEAST WORLD and BEAST BUCKS were filed exactly that way, on an intent-to-use basis, which means neither is in use yet.
One note on the reporting
Filings surface publicly before anyone confirms them, and applications get amended, refused, and abandoned all the time. What’s public here is an application, not a registration and not an announcement. It’s a signal about direction, and it should be read as one.
Not sure your registration covers what you’re launching?
If you’re about to launch into a new category, the time to check your classes is before the launch, not after. Book a free consultation and we’ll help you check before it becomes an expensive gap to discover later.
Sources: USPTO records for serial numbers 50019767 (BEAST WORLD), 50019775 (BEAST BUCKS), and 99489071 (BEAST LAND), all owned by Beast Holdings, LLC, verified August 19, 2026. The Phrasemaker, Aug. 5, 2026.