Defunct Brands in the 2010s

Brands here are grouped by their most relevant year in the 2010s (we prefer the year a brand ended; if unknown, we use the start year).

32 brands in this decade

• American Apparel (1989–2017) • Entered Chapter 11 in Oct 2015 and again in Nov 2016; intellectual property acquired by Gildan Activewear in Jan 2017. U.S. retail stores closed; brand later continued online under new ownership. Retail
• AOL Instant Messenger (1997–2017) • Service discontinued on Dec. 15, 2017 after declining usage, and shifts in mobile and social messaging. Software/Internet
• Apple Newtons (late 1980s–2010s (discontinued)) • Discontinued as the Newtons lineup was pared back, the classic apple flavor quietly vanished by the 2010s. Food/CPG
• Best Buy Mobile (2007–2018) • Standalone mall stores closed in 2018; mobile departments continued inside full-line Best Buy stores. Retail
• BlackBerry legacy OS phones (1999–2016) • Legacy BlackBerry OS/BB10 devices discontinued; handset business exited and brand later licensed to third parties on Android. Mobile devices
• Blockbuster Video (1985–2014) • Filed Chapter 11 in Oct 2010. Most corporate stores closed by 2014 after asset sale to DISH Network. An independently owned franchise store in Bend, Oregon remains as a novelty. Retail/Entertainment
• Bonne Bell (1927–2015) • Sold to Markwins International in 2015; Bonne Bell brand discontinued while Lip Smacker continues separately Consumer Products/Beauty
• Borders (1971–2011) • Capture 11 bankruptcy in February 2011, followed by liquidation and closure of all stores later that year Retail
• Fish with Attitude (2012–2014) • Crowdstar servers shut down in 2014, making game unplayable due to required online connection Games/Mobile Apps
• Four Loko (Original Caffeinated Formula) (2005–2010) • Reformulated in November 2010 after FDA warning. Caffeine, taurine, and guarana removed following nationwide ban on caffeinated alcoholic beverages Alcoholic Beverages
• Freshen-Up (gum) (1975–2019) • U.S. distribution ended in the early 2000s and production shifted to Brazil where it continued until 2019 when Cadbury Adams discontinued the brand globally. Confectionery/Gum
• Hollywood Video (1988–2010) • Acquired by Movie Gallery in 2005; parent company liquidated in 2010, closing all Hollywood Video stores nationwide. Retail/Video Rental
• Hubba Bubba Bubble Jug (1990–2012) • Discontinued in North America around 2012 after a long, sporadic run Confectionery/Candy
• Jane Cosmetics (1995–2012) • Discontinued in 2012 by parent company Estée Lauder after declining sales and changing teen beauty market Consumer Products/Beauty
• Jolt Cola (1985–2010) • Killed in 2009 when a self-authorized deal for 90 million custom cans left the company unable to pay its supplier. Founder C.J. Rapp spent eight years in court fighting the investor takeover that preceded the bankruptcy. Relaunched at Dollar General in 2017, gone again by 2019, then reborn in 2025 by Redcon1 as a zero-sugar energy drink with four times the caffeine of a Coke. Beverages/Soft Drinks
• Kodak Theatre of Dreams (Kodak cameras note brand exists) (1888–2012) • Bankruptcy/restructuring Consumer electronics
• LEGO Universe (2010–2012) • Servers shut down permanently in 2012 after only 15 months of operation. LEGO cited an inability to convert free players to paying subscribers. The total cost to LEGO was estimated at 50 million dollars. Video games
• Mt. Gox (2010–2014) • Bankruptcy following massive loss of customer bitcoin and later placed into civil rehabilitation in Japan Finance/Payments
• Orkut (2004–2014) • Orkut was an early social network that shaped online life in Brazil and India before Google shut it down. Software/Internet
• Palm (1992–2011) • HP announced an agreement to acquire Palm on April 28, 2010 and completed the deal on July 1, 2010. HP later announced on August 18, 2011 that it would discontinue webOS device operations. The webOS software business was sold to LG in 2013, and parts of Palm's patent portfolio were sold to Qualcomm in 2014. Mobile devices
• Pebble (2012–2016) • Pebble filed for insolvency in December 2016 and sold its software, patents, and key staff to Fitbit for an estimated $30–40 million. All Pebble hardware was discontinued. A community project called Rebble later rebuilt the backend servers to keep existing watches functional. Wearables
• Pet Society (2008–2013) • EA announced in April 2013 that it would shut down Pet Society along with two other Playfish games. The original shutdown date was June 14, 2013, but it stayed up a few extra days due to player demand and went dark on June 17. Games/Social Media
• Restaurant City (2009–2012) • Restaurant City was a cheerful Facebook game that let players build dream restaurants before EA shut it down in 2012. Video games and consoles
• Ritz Camera (1918–2012) • Ritz Camera filed for bankruptcy in February 2009 and closed around 300 stores. The chain tried to continue but filed again in June 2012. All physical stores closed that year. The brand name was sold and later used by an online-only retailer. Retail/Photography
• Sears (Canada) (1952–2018) • Sears Canada filed for creditor protection in 2017 and closed all of its remaining stores by January 2018 after failing to find a buyer. Retail
• Sierra Mist Cranberry Splash (2006–2016) • Sierra Mist Cranberry Splash stopped appearing in stores around 2016. PepsiCo made no announcement about it. In 2023 PepsiCo discontinued the entire Sierra Mist brand and replaced it with a new soda called Starry. Beverages/Non-alcoholic
• Theranos (2003–2018) • Dissolved following regulatory actions and fraud charges; executives later convicted in U.S. federal court Healthcare/Diagnostics
• Toys "R" Us (1948–2018) • Toys R Us filed for bankruptcy in September 2017 and announced it would close all US stores in 2018. Most locations shut down by June 2018. The brand name was sold to new owners who later opened small stores and put Toys R Us sections inside Macy's department stores. Retail
• Wet Seal (1962–2017) • Wet Seal filed for bankruptcy in January 2015 and closed hundreds of stores. It filed again in 2017 and shut down every remaining location. The brand name was sold and used for an online shop for a while after that, but the mall chain was gone. Retail/Apparel
• Yahoo! Messenger (1998–2018) • Yahoo shut it down in July 2018 after 20 years. By then most people had moved to texting and phone apps. People who used it when they were younger still remember things like the Buzz button and the away messages they used to write. Software/Internet
• Yogos (2005–2010) • Kellogg's stopped making Yogos around 2009 or 2010. Fans started an online petition to bring them back and got over 100,000 signatures, but Kellogg's has not brought them back. Food/CPG
• Zune (2006–2012) • Microsoft ended new Zune hardware development in 2011 and replaced Zune branded music services with Xbox Music in 2012. Consumer electronics/MP3 Players