E-cigarette maker Juul Labs Inc. is suing a group of e-cigarette sellers and distributors for allegedly willfully infringing its trademarks through marketing and cybersquatting.

The lawsuit accuses Juul Monster LLP, K&R Products LLP, Status Distribution LLC, Status Vapes LLC and a group of affiliated individuals of relying on “a marketing strategy seemingly designed to create a false association with Juul Labs.”

None of the named defendants are affiliated with Juul Labs. The lawsuit, filed on Feb. 21, also alleged that the marketing strategy—which included showing a cartoon monster using a Juul device on Twitter, Facebook and Instagram—targeted “a youth demographic.”...