CIPO trademark

BE THE CHEER

RegisteredCIPOWord markClass 16Class 35Class 41Class 42

"BE THE CHEER" is a word mark owned by General Mills, Inc., filed at the CIPO on August 24, 2023. It is registered and covers classes 16, 35, 41 and 42.

View General Mills, Inc. portfolio Get this data via the API

Data current as of April 29, 2026Official CIPO record

BE THE CHEER

Word mark as filed with the CIPO

Status: Registered; Since October 17, 2025
Filed: August 24, 2023
Registered: October 17, 2025
Expires: October 17, 2035
Application no.: 2277066
Registration no.: TMA1353857
Office: CIPO; Canadian Intellectual Property Office
Mark type: Word mark; 4 classes

Ownership

Who owns BE THE CHEER

The owner on file, matched to the company behind it. Every owner-name spelling for that company is grouped on its page.

Owner

General Mills, Inc.

GIS · United States

569 trademarks in the portfolioView company

Representative

Smart & Biggar LP

Goods and services

What the mark covers

The products and services BE THE CHEER is filed for, grouped by Nice class.

16Class 16 · Paper Goods and Printed Matter
Postcards
35Class 35 · Advertising and Business
Conducting social media campaigns to promote support for professional athletes and sporting events; promoting professional athletes and sporting events via social media and blog posts online
41Class 41 · Education and Entertainment
Providing on-line computer games
42Class 42 · Computer and Scientific Services
Platform as a service (PAAS) enabling users to upload, edit, and share digital photographs, videos, postcards, and text messages to show support for professional athletes; platform as a service (PAAS) enabling users to access news, information and video clips in the field of professional athletes, sports, and sporting events

History

What has happened so far

Steps recorded by the CIPO, newest first.

April 21, 2026Agent Changed; Transferred From: 12 To: 59
December 5, 2025Amendment to Registration; Paragraph 41(1)(a) - Owner Information / Voir Preuve au dossier/See evidence on File No. 2277066
December 2, 2025To correct the postal code of the owner.; Voir Preuve au dossier/See evidence on File No. 2277066
October 17, 2025Registered
October 17, 2025Registration Pending
July 30, 2025Advertised; Vol.72 Issue 3692
July 1, 2025Approval Notice Sent; APPROVED BY PROGRAM EX200M1
July 1, 2025Approved; APPROVED BY PROGRAM EX200M1
June 20, 2025Search Recorded
September 7, 2023Pre-Assessment Letter Sent; Goods or Services Not Acceptable

3 earlier steps on the official record.

FAQ

About BE THE CHEER

Who owns the trademark "BE THE CHEER"?

The CIPO trademark "BE THE CHEER" (application 2277066) is owned by General Mills, Inc.

What is the status of "BE THE CHEER"?

Its status at the CIPO is: registered.

When was "BE THE CHEER" registered?

It was registered on October 17, 2025 and is due to expire on October 17, 2035.

API

Get this data via the API

Everything on this page comes from the Signa API. Pull BE THE CHEER and marks like it into your own product with one request.

GET/v1/trademarks/{id}
The full record: owners, classes, dates and images
GET/v1/trademarks/{id}/events
Every step in the office history
GET/v1/proceedings?trademark_id={id}
Oppositions and cancellations against the mark

Get API key View docs

GET /v1/trademarks/{id}

ID=tm_019deb38-165f-71e6-a276-f62c77bb653d
curl https://api.signa.so/v1/trademarks/$ID \
  -H "Authorization: Bearer $SIGNA_API_KEY"

Response

{
  "id": "tm_019deb38-165f-71e6-a276-f62c77bb653d",
  "object": "trademark",
  "mark_text": "BE THE CHEER",
  "status": {
    "primary": "active",
    "stage": "registered"
  },
  "office_code": "CA",
  "application_number": "2277066",
  "filing_date": "2023-08-24",
  "nice_classes": [
    16,
    35,
    41,
    42
  ],
  "owners": [
    {
      "name": "General Mills, Inc.",
      "entity_id": "ent_019eb6f5-b3e0-735a-9df1-c21ff5fd132a"
    }
  ]
}