The Op Games, a California-based publisher of family and party games, turned to Temu’s Brand Guardian Initiative to help fight counterfeit copies of its products. The company says the partnership has reduced infringing listings and freed up staff to focus on making new titles.
The publisher, known for Telestrations, Hues & Cues and licensed editions of Monopoly and Clue, had struggled with knockoff products spreading across online marketplaces. The counterfeits created confusion for customers and diverted the company’s resources toward filing takedown requests, often a slow and frustrating process.
Temu’s Brand Guardian Initiative, launched in April 2024, offers a more proactive model by embedding brand assets such as trademarks and product images into its brand protection systems. Listings flagged as suspicious are removed, while a dedicated Temu contact keeps brands updated on enforcement activity.
“The Op Games values Temu’s IP protection team for their role in safeguarding our brand through proactive enforcement,” said Brian Greenwald, VP of Marketing of The Op Games. “We’ve seen a significant reduction in infringing listings, and the team is consistently responsive to our needs.”
Since its launch, Temu says more than 1,500 brands have enrolled in the initiative. The company reports that platform-initiated takedowns now outnumber brand-submitted reports by more than 200 to 1. It says over 99% of requests are resolved within three business days, with an average turnaround of less than 24 hours.
The initiative is part of Temu’s wider push to strengthen intellectual property protections. Other measures include an IP reporting portal, 24/7 monitoring supported by algorithms and human reviewers, and stricter vetting of sellers. The company says it currently monitors more than 5,000 brands.
“Protecting intellectual property rights is a top priority for Temu as it builds brand and consumer trust,” said a Temu spokesperson. “We will continue to invest resources to strengthen and refine our systems for safeguarding IP rights.”
For The Op Games, the partnership has meant fewer counterfeits reaching buyers and a faster response to new threats. That, the company says, has allowed it to shift more attention back to developing new products after more than three decades in the business.
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