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Luke Littler moves to trademark his face

Luke Littler, 19, aims to protect his brand by trademarking his face to stop unauthorized AI use and copyright breaches, with his likeness on multiple merchandise lines.

  • Darts sensation Luke Littler submitted an application to the Intellectual Property Office to trademark his face, seeking to prevent unauthorized use of his likeness and protect against copyright breaches.
  • This application aims to stop computer-generated products from using his image without permission, building on Littler's previous trademark of "The Nuke" nickname in the United States to secure his growing brand.
  • In the past two years, Littler has become the most marketable figure in darts, with his face already appearing on dart boards, computer games, and food products.
  • Victorious in Dublin on Thursday, Littler won night seven of the Premier League, securing a remarkable comeback against Welshman Gerwyn Price after trailing 5-0 in the final.
  • Littler admitted he is "still learning not to react to the fans" after silencing hecklers, noting that staying focused helped him get the job done during his recent victory.
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  • 38% of the sources lean Left, 37% of the sources are Center
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ESPN broke the news in United States on Friday, March 20, 2026.
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