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A decades-old brand name is now at the center of a high-stakes legal battle. In the Google Gemini TM Suit, a New Jersey electronics company claims Google’s expansion of its “Gemini” artificial intelligence brand into consumer hardware tramples on trademark rights that date back more than 50 years.

P2B Trading Co. Inc., which says it has sold speakers and other audio equipment under the “Gemini” name since 1974, filed the lawsuit Thursday in Florida federal court. The company alleges that Google LLC’s planned rollout of a Gemini-branded home speaker threatens to overwhelm its long-standing mark.

“If defendant is permitted to sell a speaker under the ‘GEMINI’ name, defendant’s extraordinary market power will immediately and permanently overwhelm plaintiff and its registered trademark rights,” the complaint states, warning of irreparable harm to its business, goodwill and customer relationships.

A Trademark Older Than Google

P2B says it has held a federal registration for the “Gemini” trademark since June 1998 — years before Google was founded. The registration covers a range of electronic products, including loudspeakers, wireless headphones, CD players and turntables.

The company describes itself as the exclusive U.S. owner and controller of the Gemini mark for speakers, adding that its products are sold at major retailers such as Target, Lowe’s, Guitar Center, Best Buy and Walmart.

Far from being a stranger to technology, P2B says software has been woven into its business for years. Around 2008, a predecessor launched “Gemini GROOVE” software featuring what it calls early AI-driven audio analysis. The company also issues firmware updates for its products and says it is developing expanded AI-enabled software offerings in the audio space.

“Software has long been a part of plaintiff’s business,” the suit says, noting plans to integrate additional AI functionality into its audio products.

Negotiations, Assurances and a Showroom Surprise

The conflict intensified as Google rebranded its Bard AI assistant to Gemini in 2024 and broadened its use of the name across services and devices.

Consumers can already pair P2B’s Gemini Bluetooth speakers with Android smartphones and activate Google’s Gemini AI assistant, the complaint says — a combination P2B argues is likely to create confusion about affiliation.

In December 2024, Google’s counsel reached out after its efforts to register “Gemini” trademarks in Mexico and South Africa were rejected due to P2B’s mark. Google sought to negotiate a coexistence agreement, according to the lawsuit.

While discussions about potential confusion were ongoing, P2B attended the January 2025 Consumer Electronics Show in Las Vegas. Its booth was positioned next to a “Google TV” booth, and staff were repeatedly approached by attendees asking about ties to Google — especially after the Bard-to-Gemini rebrand, the complaint alleges.

P2B says Google assured its attorneys during negotiations that it had no plans to use Gemini as a trademark for audio equipment or related software. Yet in August 2025, Google announced it would extend its Gemini AI assistant across multiple consumer electronics products, including wireless headphones.

By October 2025, Google revealed plans to launch a Google Home speaker branded “with Gemini” in spring 2026, the suit says.

Google’s rollout, P2B contends, is no longer confined to smartphone-based software. Instead, the tech giant has embedded Gemini directly into hardware through firmware integration, including Pixel earbuds.

Claims of Confusion and Unfair Competition

In November 2025, P2B’s counsel warned Google that introducing a home speaker “with Gemini” would encroach on P2B’s core product categories and expose Google to liability for willful infringement.

“Defendant presents ‘GEMINI’ to consumers as a unified source identifier across AI services, consumer electronics and smartphones,” the complaint alleges, arguing that this strategy erases the traditional line between products and services that trademark law relies on.

The lawsuit asserts claims of trademark infringement, unfair competition and likelihood of consumer confusion. P2B is seeking an injunction barring Google from using the Gemini name or any confusingly similar mark, cancellation of Google’s trademark registration, recovery of profits tied to the alleged infringement, damages, litigation costs and attorney fees.

Representatives for both companies did not immediately respond to requests for comment Friday.

P2B is represented by Gustavo Sardiña and Cassidy Mandelbaum of Jimerson Birr PA. Counsel information for Google was not immediately available.