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Crumbl also alleged that “a Crumbl insider left Crumbl to found Dirty Dough, which sells and promotes cookies using packaging, décor and presentation that is confusingly similar to Crumbl’s established and successful trade dress and brand identity,” As for when that exactly happened, Crumbly claimed it was in late 2019.

MGA launched its OMG Fashion Dolls in 2019, allegedly “copying the unique name, image and trade dress of OMG Girlz.”

The Skoosherz line, which Build-A-Bear began selling last month, has the “same distinctive trade dress” of Squishmallows, the complaint filed Monday says, pointing to similarities in shape, face style, coloring and fabric.

It wants a declaratory judgement saying that the Squishmallow maker’s claimed trade dress rights are invalid and unenforceable.

“If each aspect of the claimed trade dress were in fact protected trade dress, it would be virtually impossible for competitors to create alternative designs,” Build-A-Bear added.