There’s a fight going on over purses.

Toy maker MGA Entertainment Inc. is suing Louis Vuitton, challenging the luxury brand’s claim of trademark infringement.

MGA is the maker of Poopsie Pooey Puitton, a slime-kit housed in a poop-shaped carrying case decorated with pastel-colored symbols that are reminiscent of the monogram pattern on some Louis Vuitton bags. According to news reports, MGA says its product is protected as a parody "designed to mock, criticize, and make fun of that wealth and celebrity" associated with Louis Vuitton products.

"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," the lawsuit said.

The company said it filed the lawsuit to “preemptively shut down any potential claims of trademark infringement that Louis Vuitton might lodge against it and/or any of the retailers stocking its popular toy,” adding that “no reasonable consumer” would mistake Pooey Puitton, which is made of plastic and retails for about $59.99, for Louis Vuitton’s handbags.

MGA is seeking a court declaration that Pooey Puitton does not infringe Louis Vuitton's intellectual property rights and is protected parody and fair use.

—Source: bizjournals.com