‘Pooey Puitton’ parody toy maker sues Louis Vuitton
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Louis Vuitton hadn’t even taken action against a satirical toy
before its maker slapped down a lawsuit. MGA Entertainment, a
California-based toy company filed a preemptive lawsuit against the
LVMH-owned luxury brand to ensure it doesn’t get in the way of its
“Pooey Puitton” product.
The item is a toy purse, shaped like a cartoon poop, with handles
and a slime filling. Its exterior design features a stylized face as
well as a pattern of icons inspired by the original Louis Vuitton
monogram. MGA Entertainment stated in its lawsuit that Pooey Puitton
is meant “to criticize or comment upon the rich and famous, the Louis
Vuitton name, the LV marks, and on their conspicuous consumption.”
Louis Vuitton has a copyright and trademark protections over its
signature monogram. However, the brand has not taken any legal action
against MGA Entertainment. The toy maker claimed that Louis Vuitton
made a statement to an MGA Entertainment employee that the product
infringed on rights last month, and now has filed its lawsuit as a
preemptive strike against any litigation that could be filed by Louis
Vuitton.
Though Louis Vuitton has not made a public statement regarding the
Pooey Puitton toy, sources including The Fashion Law report the brand
has been working “behind the scenes” to shut the product down.
Toy manufacturer claims that parodies are not protected by copyright
In its lawsuit, MGA Entertainment states that as its product is a
parody, the brand is not infringing upon Louis Vuitton’s rights.
Typically, trademark protections are to ensure a brand that its
signature design cannot be used by a competitor to confuse consumers
as to which brand manufactured a product. The Pooey Puitton toy is a
satirical item that uses the Louis Vuitton design to make a statement
against the brand.
MGA Entertainment does not aim to make consumers believe its 60
dollar toy is in any way affiliated with the luxury designer of 5,000
dollar handbags. Pooey Puitton is marketed towards children, rather
than any consumer that would be interested in purchasing a Louis
Vuitton handbag.
Photo: Walmart.com