During a sale aren’t allowed to lie about digimon being pikachu, even if it’s hard to enforce.

Yes, of course, you can't lie as a business, but if someone walks into Walmart and searches for "Pikachu?", Walmart employees are free to be trained to use the trademarked term and reply "You don't want Pikachu, consider Digimon!"

(It's a contrived hypothetical, but the closest I could get to a meat-space version of search keywords.)