A legal fight over mascots is heating up in Ohio, with a regional gas station chain firing back at Buc-ee's in blunt terms: “A moose is not a beaver.”
According to Cleveland.com, the statement comes from a counterclaim filed by Cole IP, the company behind the Mickey Mart chain—recently rebranded as Mickey’s—after Buc-ee’s sued earlier this year, alleging trademark infringement. Buc-ee’s claims the Ohio chain’s cartoon moose logo, paired with similar color schemes, could confuse customers as the Texas-based brand expands into the Midwest.
Mickey Mart isn’t backing down. In its filing, the company accuses Buc-ee’s of using “meritless trademark litigation” to squeeze out a smaller, family-owned competitor.
The response argues that the two mascots are fundamentally different and that consumers can tell them apart. “A moose is a different animal than a beaver,” attorneys wrote, adding that “Buc-ee’s claims ignore reality.”
Mickey Mart’s counterclaim also alleges that Buc-ee’s has followed a pattern of filing similar lawsuits when entering new markets, targeting smaller operators and forcing them into costly legal battles.
Buc-ee’s has previously pursued trademark cases against other businesses it believed too closely resembled its branding.
The case is now playing out in federal court in Ohio, where Buc-ee’s is seeking to block Mickey’s from using its logo and potentially recover damages. Mickey Mart, which operates more than 40 locations across the state, is asking the court to rule that Buc-ee’s lawsuit is baseless and to award damages of its own.
The filing also points to a long history of cartoon-animal branding in the gas station industry, citing examples dating back decades.
The dispute arrives as Buc-ee’s continues its rapid national expansion—and its visibility has never been higher. The company’s first Ohio location, which opened earlier this month in Huber Heights, reportedly pulled in more than $1 million in sales on day one, setting a company record.
The opening drew massive crowds, with visitors traveling from across the region and beyond to experience the oversized travel center known for its beaver mascot, branded merchandise, and extensive food offerings.
At the same time, Buc-ee’s has been navigating a mix of attention, from viral customer complaints about its new pay-at-the-pump policy to the rare closure of an older Texas location slated to be converted into a 7-Eleven.
