Mumu's filings show how an established internet character can add formal brand infrastructure without changing its meme-native origin. Memecoins have historically been defined by community, a
Mumu's filings show how an established internet character can add formal brand infrastructure without changing its meme-native origin.
Memecoins have historically been defined by community, attention and trading activity. Intellectual property was often secondary.
That is beginning to change as projects attempt to expand into merchandise, licensing, media and other forms of commercial development.
Recent memecoin cycles have made the category more legible to mainstream crypto media. DOGE is treated as an OG asset, PEPE as a major internet-native narrative, WIF as a community-viral Solana coin and BONK as an ecosystem social layer. Mumu's filing strategy adds another axis to that discussion: formal rights around a character with pre-token history.
Mumu the Bull is one of the clearest recent examples.
MUMU is listed by IP Australia as Application 2682039, published and awaiting examination with a July 30, 2026 priority date. The project also identifies MUMU THE BULL as Application 2682957, with an Aug. 3, 2026 priority date. According to the project, the applications cover digital media and NFT-authenticated works, apparel and entertainment branding.
The filings remain applications and should not be treated as completed trademark registrations. Their significance is strategic: the project is attempting to build a formal legal framework around both the Mumu name and the broader character identity.
Mumu’s history makes that strategy unusual.
The character traces back to 4chan’s /biz/ culture in 2018, where it developed as the bullish counterpart to Bobo the Bear. Years of community use gave the bull recognition before the present token became the focus.
For memecoin projects, that order can matter.
A newly created mascot has to build earned mindshare and legal infrastructure at the same time. A legacy internet character can begin with existing awareness and focus on organizing the brand around it.
Trademark protection can also become relevant when communities move beyond digital trading. Official merchandise, licensing agreements, entertainment projects and large partnerships generally benefit from clearer ownership and source identification.
Australia’s participation in WIPO’s Madrid Protocol system also creates a potential international pathway. Eligible applicants with a qualifying basic mark can use the Madrid System to seek protection in selected member jurisdictions through a centralized process.
Crypto has already demonstrated that internet culture can carry substantial economic value. The next stage is likely to involve more projects asking who controls the commercial rights to the characters and names around which that value forms.
Mumu is arriving early to that conversation with an asset most new projects cannot manufacture: years of organic internet history.
References: IP Australia - MUMU Application 2682039 | IP Australia - MUMU THE BULL Application 2682957 search | WIPO - Madrid System filing overview | Decrypt - What Is BONK? Solana's Dog-Themed Community Meme Coin
