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Spin Master sues Crayola for trademark infringement

Gerri Hunt -- Gifts and Dec, 6/21/2010 4:43:00 PM

LOS ANGELES - North America's third largest toy company, Spin Master has filed a trademark infringement lawsuit in the United States District Court for the Central District of California against crayon maker Crayola LLC and its intellectual property holding company, Crayola Properties, Inc.

Spin Master's "Liv" dolls are real teenage girls with trend-setting styles and unique never-before-seen features. They have an accompanying Web site at www.livworld.com, the first Web site of its kind to deliver an engaging daily narrative of each doll's life to anyone who's purchased the doll. The line has been wildly successful in the United States, generating tens of millions of dollars in retail sales in a short period of time after its commercial launch in June of 2009.

Crayola already has a Web site, www.livcrayola.com, which lets users can create and customize designs for everything from pens, binders and folders to wallpapers for their computer or cell phone. The site lets users post their designs on Facebook, to see what other "Liv-ers" think. Crayola's Liv products debuted exclusively at Target on June 20, 2010.

According to the complaint, Crayola knowingly, willingly and unlawfully is infringing and intends to infringe on Spin Master's well-known "Liv" trademark by introducing its new "LivCrayola" line of products targeted at young girls in June of this year. Spin Master is seeking damages, attorney's fees, and a permanent injunction barring Crayola from infringing on Spin Master's "Liv" trademark.

"We have worked hard to achieve the extraordinary success of our Liv dolls and accessories, and we will fight vigorously to protect our trademarks from anyone that infringes on them," said Chris Harrs, General Counsel at Spin Master.

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