The short answer
Do not put Pokémon, a Pokémon name, or any Pokémon artwork in your store name, logo or business card. That is trademark use, not fan use, and it is the one thing that gets a card store shut down rather than warned.
Pick a name that has nothing to do with the game, then check it in four places before you commit: the state register, the USPTO, a plain web search and the marketplaces themselves.
This question gets evasive answers everywhere, which is why people ask it twice. Here is the direct version, from a store that went through it.
The line, in one sentence
Using card names as data is fine. Using the brand as your identity is not.
Listing "Charizard 4/102" is describing a product you are selling, which is how every secondhand market in the world works. Calling your shop Charizard Cards, or putting Pikachu on your business card, claims a relationship with Nintendo, Creatures and GAME FREAK that does not exist.
That distinction is why our own listings are full of Pokémon names and our logo has none.
What actually happens if you cross it
| What you do | Typical outcome |
|---|---|
| Card names in listings and descriptions | Nothing, it is normal commerce |
| Official art in an editorial article with credit | Generally tolerated, still their copyright |
| Brand name or art in your store name or logo | Takedown, and marketplace account risk |
| Selling anything you made with their art on it | Counterfeit territory, worst case |
The middle row is a judgement call and everyone lands somewhere different on it. The bottom two are not judgement calls.
The four checks before you commit to a name
The state register. In Florida that is Sunbiz. Search the exact name and the near misses; a name already taken in your own state stops you before you start.
The federal trademark database. USPTO search, free. A registered mark in the same class beats your unregistered use even if you got there first locally.
A plain search. Look for the name plus TCG, plus cards, plus your city. This is where you find the seller with three hundred feedback already using it, which is not illegal and is still a bad idea.
The marketplaces. eBay, TCGplayer, Instagram. A name that is free legally and taken commercially will cost you every search result you were hoping for.
Two traps that are not obvious
A dictionary word is not automatically safe. Check it against big brands in unrelated industries too, because a well known beverage or clothing name will still create confusion and complaints even where the classes differ.
And check what the word means somewhere else. Names travel further than you expect, and a word that reads fine in English can be unfortunate in another language your buyers speak.
What we did
We picked a name with no connection to the game, verified it in all four places, and kept the brand entirely clean of their artwork. The listings mention Pokémon constantly, because that is what is in the envelope.
The footer of every page carries the disclaimer that we are not affiliated with, endorsed by or sponsored by Nintendo, Creatures or GAME FREAK. It costs a line of text and it is the cheapest insurance in the business.
Related reading if you are at this stage: what you need before the first card and what it costs to start.
Frequently asked questions
- Can I use Pokémon images in my card shop branding?
No. Using the artwork or the brand in your store name, logo or business card claims a relationship with Nintendo, Creatures and GAME FREAK that does not exist. Card names inside listings are different: that is describing what you sell.
- Can I put a Pokémon name in my store name?
It is the fastest way to receive a takedown. Pick a name unrelated to the game; the listings can mention Pokémon as much as they need to.
- How do I check a store name is free?
Four places: your state business register, the USPTO trademark database, a plain web search with TCG and cards added, and the marketplaces themselves. Legally free and commercially taken are different problems.
- Does a disclaimer protect me?
It helps and it does not licence anything. Every page of ours carries a line saying we are not affiliated with, endorsed by or sponsored by them, which costs nothing and sets the expectation clearly.
