Ed Sheeran has applied to trademark his Teddy Bear logo for use on meals, snacks, sauces and clothing.
The pop star wants the logo, which he has tattooed on his body, to be the main image of the food and retail empire he plans to develop.
The Teddy Bear comes from the 31-year-old’s nickname “Teddy”, which he is called by his close friends and family.
Sheeran has previously admitted that he has “loads of childish stuff” in his house, including “a room full of teddy bears” at his home.
His hopes to get firmly into the food industry follows his collaboration with Heinz in 2019 when the classic tomato ketchup was rebranded to ‘Edchup’ after the singer mentioned how much he loved the product on his Instagram page.
That same year, he opened Bertie Blossoms – a pub in Notting Hill near his £20 million home named after his wife Cherry Seaborn’s nickname.
Announcing the launch on Instagram in September 2019, he posted snaps of cocktails and food from the Bertie Blossoms menu.
The singer has made no secret about his love of junk food.
He admitted in 2021 that his weight increased to over 15 stone when he quit touring, after he binged on beer and fried foods.
He told The Sun at the time: "I loved chicken wings, wine, beer, and I never exercised.
"But I think actually taking time off and not being on tour was the worst thing for my health because I would drink every single day."
The singer, 30, said he decided to change his lifestyle three months before the birth of his daughter Lyra and lost five stone.
Ed Sheeran - In pictures
“Since becoming a dad I’ve become quite clean-living... I stopped three months before Lyra was born because I was determined I was going to be the person to drive my wife to the hospital.
“I was 15-and-a-half stone at my peak and I think I’m ten-and-a-half now. I was big, it really showed. I had a 36 waist, now I’m down to 28.”