Florida Bakery Claims Name Confusion, Memphis TikTok Baker Rallies Fans and Raises GoFundMe for Legal Defense

 The online and small-business communities are rallying behind Memphis baker Chloe Sexton, whose TikTok fame has skyrocketed through her business, Chloe’s Giant Cookies, now embroiled in a trademark dispute with Chloe’s Cookies LLC of Fort Myers, Florida. The controversy emerged after Sexton received a cease-and-desist notice on November 20, 2025, just days after her appearance on Gordon Ramsay’s “Next Level Baker” competition, prompting her to publicly address the legal threat via social media on February 20.

Chloe’s Cookies LLC alleges that Sexton’s use of the name “Chloe’s Giant Cookies” infringes on their trademark and confuses customers, claiming it dilutes their brand, which they named after the owner’s rescue dog. Sexton, who built her business from her kitchen and cultivated over 2.6 million TikTok followers with her oversized cookies, has vowed to fight the claims, calling the timing “suspicious” and pointing out that her brand has long been identified with her personal baking and social media presence.

The story quickly went viral, generating widespread public support for Sexton. Fans of the Memphis baker flooded her website, selling out her giant cookies within hours. A GoFundMe campaign launched to help cover legal fees quickly matched its $50,000 goal, emphasizing the financial burden trademark litigation can impose on small businesses, even when they have established a clear, honest brand. The campaign stated, “An individual has threatened trademark litigation over the name Chloe’s Giant Cookies… Trademark litigation is incredibly expensive and can be devastating to small businesses like mine.”

Social media response was intense, with the #StandWithChloe hashtag trending and influencers like Jen Hamilton rallying followers in support of Sexton. Memes mocking the Florida bakery’s actions, critical commentary on corporate bullying, and debates about the balance between protecting trademarks and supporting small-business creativity have dominated platforms. Even Chloe’s Cookies LLC’s social media accounts experienced review bombing and backlash from users siding with Sexton.

Legal experts note that such disputes, while common, can be especially challenging for small businesses with limited resources. Trademark infringement lawsuits require careful documentation of brand history, evidence of consumer confusion, and strategic defense planning, all of which demand significant time and financial investment. Sexton’s supporters have highlighted that her business predates the viral cease-and-desist and that her brand identity is closely tied to her personal story and social media presence.

As the situation unfolds, both parties are expected to engage in legal proceedings to resolve the dispute, though no formal lawsuit has yet been filed. In the meantime, the case has drawn national attention, sparking conversations about small-business rights, influencer culture, and the sometimes aggressive enforcement of trademarks. Chloe Sexton’s ability to navigate the controversy while maintaining her brand reputation and customer support will be critical in the coming months.