Controversial FIFA bong sold in Toronto makes headlines around the world

A Toronto cannabis shop is blazing a new trail after becoming an overnight online sensation thanks to a controversial, trophy-shaped bong that caught FIFA's attention.

Local pot shop Cosmic Charlies found itself in the spotlight last week when it was issued a red card from soccer's governing body for selling bongs resembling the iconic World Cup trophy.

And with Toronto — a known cannabis-smoker's haven — in the international spotlight amid the FIFA World Cup, it's become a call heard around the world.

Co-owners Sean and Charlie Kady told media that FIFA representatives sent Cosmic Charlies — with two locations, one on King East and one on Queen West — a letter demanding that they stop selling the golden bongs due to copyright infringement.

This led to a slew of international headlines, as well as local news coverage.

The New York Times wrote: "FIFA wants you to 'relax and chill'. But ordered a World Cup bong be destroyed."

Reuters also played along with the pun-filled coverage, writing: "Toronto cannabis shop rides high over FIFA legal notice," a story that international outlets such as Singapore's The Straits Times syndicated.

And it's become a lesson in why they say "there's no such thing as bad publicity. "

"We had a lot of people call about it, and a handful of people are reaching out to say they want to support us," Charlie Kady tells blogTO. He says that since the news broke, more people have come into the shop to buy items, even non-cannabis-related products like candles.

The World Cup bong, which the store no longer sells. Photo: Cosmic Charlies

The bong may be out of play now, but if you ask me, Cosmic Charlies scored a huge marketing win. Charlie agrees, telling blogTO that promoting cannabis products in Ontario is difficult because of the strict rules and regulations around advertising. The FIFA dispute essentially gave the shop free promotion that would have been hard to achieve otherwise.

"The commentary has been funny to see," he adds. "The windfall has been in our favour, especially since we just opened our second location," referring to the shop on 356 King St. E., which has only been open since April.

The original Cosmic Charlies shop is located at 821 Queen St. W.