You might remember Rebecca Sloan from her standout pitch on Dragons’ Den. She introduced the world to Piddle Patch, a real grass, biodegradable dog toilet that impressed the Dragons and secured investment from Steven Bartlett. It was a moment that catapulted her eco-friendly pet product into homes and headlines across the UK.
But away from the cameras, Rebecca has found herself in a much tougher situation. Since 2020, she has been locked in a serious trademark dispute that highlights the reality of protecting a growing brand in a competitive space.
Piddle Patch vs Oui Oui Patch: How the Trademark Dispute Began
Rebecca Sloan is the founder of Makeality Ltd, the company behind Piddle Patch. After her Dragons’ Den appearance in 2022, demand for her product increased, visibility grew, and her brand gained traction in the eco-conscious pet market.
Not long after, a competitor called City Doggo Ltd began selling a similar product under the name Oui Oui Patch. Rebecca claims that the name and the concept infringe her trademark, which she registered in 2016. She took legal action, seeking damages and an injunction to stop further use of the name.
Recently, the case was reassigned to the small claims track after it was ruled that potential damages were unlikely to exceed ten thousand pounds. That decision may limit the financial outcome and means legal costs cannot be recovered, even if she wins.
The Cost of Defending a Trademark
Taking legal action is rarely simple. Even in the small claims track, it can drain time, money and emotional energy. Rebecca has spoken publicly about the personal toll the case has taken, both as a business owner and as an individual.
She has invested heavily in legal representation, expert advice and the day-to-day management of the dispute. For small businesses, those resources are precious. Every pound spent on legal fees is a pound not going toward growth, production or marketing.
And yet, when someone threatens your brand, standing still is not an option.
What Happens Next in the Piddle Patch Case?
Now that the case sits within the small claims process, a quicker resolution is likely. But the trade-off is that the court cannot award high levels of compensation or cover legal fees.
Even so, the outcome may still set a useful precedent. As the market for eco-friendly pet products continues to grow, this case raises important questions about branding, innovation and how far trademark protection can reach when product categories become crowded.
What Every Business Owner Can Learn
This case is a timely reminder for anyone building a business or launching a product. Here are four key takeaways:
Register Your Trademark Early
The earlier you file, the stronger your protection. A registered trademark gives you legal rights that are far more difficult to challenge.
Conduct a Proper Trademark Search
Before you invest in packaging, design or marketing, make sure your brand is not already in use. It is far easier to change a name before launch than to defend one later. Check existing Trademark here.
Plan for the Unexpected
Even with a trademark in place, enforcement is not automatic. It requires strategy, budget and sometimes legal support. Include that in your planning from day one.
Get Legal Advice at the Right Time
Speaking to a trademark specialist early can help you avoid problems and make smarter decisions. It is not just about avoiding disputes. It is about building a brand you can actually own.
Final Thoughts
Rebecca Sloan turned a creative idea into a successful business. Her story is one of innovation, perseverance and belief in her product. But her ongoing legal battle shows just how fragile that success can be if brand protection is not taken seriously.
At The Trademark Helpline, we support businesses at every stage of their journey from choosing the right name to enforcing your rights when it matters. Whether you are starting out or already facing a challenge, we can help you protect your brand with confidence.
Because building a business takes vision. Protecting it should not cost everything else.
Questions about this
What is the Piddle Patch trademark dispute about?
Rebecca Sloan, founder of Makeality Ltd and the Piddle Patch dog toilet seen on Dragons’ Den, claims that competitor City Doggo Ltd’s Oui Oui Patch name and concept infringe the trademark she registered in 2016. She is seeking damages and an injunction. The case was moved to the small claims track after it was ruled that potential damages were unlikely to exceed ten thousand pounds.
Answered by Jonathan Paton, Founder & CEOWhat does the small claims track mean for a trademark case?
It is a quicker court route for lower-value claims. In the Piddle Patch case, the move to small claims followed a ruling that potential damages were unlikely to exceed ten thousand pounds. The trade-off is that the court cannot award high levels of compensation, and legal costs cannot be recovered, even by the party that wins.
Answered by Jonathan Paton, Founder & CEODoes a registered trademark stop competitors automatically?
No. A registered trademark gives you legal rights that are far harder to challenge, but enforcement is not automatic. It takes strategy, budget and sometimes legal support, which is why it helps to build enforcement into your planning from the start. Even so, registering early and searching before launch puts a business in a far stronger position than relying on an unregistered name.
Answered by Jonathan Paton, Founder & CEO
