In March 2026 the darts phenomenon and reigning World Champion, Luke Littler, applied to the UK Intellectual Property Office (IPO) to register his face as a trade mark in the UK across a variety of different categories [From the Oche to the IPO: can a face function as a trade mark? | Global IP & Technology Law Blog].

IPO records now show that Mr Littler’s company’s application was successful with a direct, photorealistic likeness of Mr Littler having been registered as a trade mark on 19 June 2026 for 11 different classes of goods and services [UK Intellectual Property Office trade mark number UK00004350490].

Mr Littler thereby joins a growing list of literally famous (or rather, distinctive) faces who have successfully secured trade mark registration in the UK for a general/generic photorealistic likeness of themselves, including the footballer Cole Palmer and television presenter Jeremy Clarkson. Trade mark filing practice has expanded beyond the more stylised images that were historically used to secure successful trade mark applications.