“The use of the Pooey name and Pooey product in association with a product line of ‘magical unicorn poop’ is intended to criticize or comment upon the rich and famous, the Louis Vuitton name, the LV marks, and on their conspicuous consumption,” MGA states.

While Louis Vuitton, which does have copyright and trademark protections for its signature monogram pattern, did not initiate litigation against MGA, the toymaker justified its suit by citing Louis Vuitton’s “history of not respecting parody rights in the US and filing vexatious lawsuits against such protected parody.”

Indeed, this is far from Louis Vuitton’s first trademark spat: In 2014, the company sued My Other Bag for the company’s depictions of Louis Vuitton designs on canvas tote bags (it ultimately lost).

Nor is this MGA’s first foray into court. The toymaker is still mired in a legal battle with Mattel over the initial designs for MGA’s Bratz dolls, which Mattel claims it stole. MGA has also been involved in multiple suits against online retailers it accused of knowingly selling counterfeit versions of its wildly popular L.O.L. Surprise! products.

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