CVS Aims To Be First Pharmacy in the Metaverse

CVS is joining retailers like Walmart and Nike in the metaverse.

As CNBC reported Friday (March 4), the pharmacy giant has filed with the U.S. Patent Trade Office for a trademark to sell virtual goods and NTFs — and provide healthcare services — in the virtual world.

The filing says CVS wants to trademark its logo and open an online store, while also offering downloadable virtual products that include “prescription drugs, health, wellness, beauty and personal care products.”

The company also wants to bring the health services it offers in stores to the virtual setting, saying it would provide “non-emergency medical treatments services, wellness programs, advisory services related to nutrition, health lifestyle and nutrition services… and counseling.”

Trademark attorney Josh Gerben told CNBC there has been a wave of corporate metaverse filings since Facebook changed its name to Meta last year.

“All these Fortune 500 companies are making trademark filing with the idea of ‘How are we going to play on this platform?’” said Gerben, founding partner of Gerben Perrott law firm. But, he added, “I don’t think I’ve seen anything in the last couple of months that’s been like this CVS filing as a virtual healthcare clinic.”

Read more: McDonald’s New Special Sauce? McMetaverse, With 10 Trademarks Already Filed

Among those companies is McDonalds. As we reported last month, the fast food goliath has filed for several trademarks for its name, logo, McCafé and the rights to various treats.

The chain’s virtual restaurant will offer both real and virtual food that features home delivery, downloadable multimedia files, nonfungible tokens (NFT) and merchandise. McDonalds isn’t the only quick-service restaurant that wants to invite people to dine in the Metaverse. Panera Bread recently submitted its own trademark application or a virtual café chain dubbed “Paneraverse.”