Buc-ee's files trademark lawsuit against Georgia's Teddy's Market over mascot similarity
Texas-based Buc-ee's has sued Georgia convenience store chain Teddy's Market, alleging its bear mascot and name infringe on Buc-ee's trademarks, while the small chain and customers deny any confusion.
Texas gas-station chain Buc-ee's has filed a lawsuit in federal court accusing Georgia-based Teddy's Market of trademark infringement and unfair competition. The complaint alleges that Teddy's bear mascot and the store's name are confusingly similar to Buc-ee's beaver mascot and brand name, citing comparable cartoon styles, hat designs, eye and nose highlights, and a visible tongue. The suit also argues that both names consist of two syllables ending in an "eez" sound, creating a likelihood of confusion among consumers.
Teddy's Market, a small convenience store with two locations in Canton, Georgia and a third under development, says the claims are unfounded. Owner Karan Ahuja explained that the bear logo was created in 2024 to add a playful element to the business and expressed surprise at the legal action. Several regular shoppers, including Landon Guinn and Kaylee Jordan, said they see no resemblance between the two mascots and do not anticipate confusing the two brands.
"Buc-ee's is really big and huge, and it's kind of like a mall -- it's kind of hard to get confused with this place," said Guinn, a frequent Teddy's customer.
"I think it's crazy that they're doing the lawsuit. I don't see the resemblance at all," said Jordan.
"I love them both ... I'm a huge Buc-ee's fan, but I don't agree that it looks like a Buc-ee's -- it's a different animal, different name," said Creigh Chandler, another patron.
Ahuja indicated that Teddy's Market will contest the lawsuit, noting support from its customers. The case joins other recent disputes involving small businesses and larger chains over the use of anthropomorphic mascots.